Session Information
DMA06 Conference and Exhibition
Click here to go to the previous page
Segmentation Dramatically Increases Time Warner Cable's Direct Mail ROI
Track
:
List/Database
Program Code:
F353
Date:
Monday, October 16, 2006
Time:
4:30 PM to 5:30 PM
Location:
131
SPEAKER
(S):
Warren Zeller, Vice President, Account Services, Cohorts
Brian Schmidt, Director of Online Sales, Google Inc
Description
See firsthand how Time Warner Cable - Charlotte increased response rates by 107% and experienced a nearly 20% increase in sales close rate for its digital telephone service (VoIP). This case study presentation will demonstrate how Time Warner Cable - Charlotte used household-level segmentation to identify its best customers, create versioned mailers based on Cohorts' database analysis, and most importantly, increase sales..
LEARNING POINTS:.
- Identifying customers most likely to purchase. - Optimizing the relevance of your direct mail pieces using segmentation and demographics.
- How to improve the effectiveness of your direct marketing efforts using a combination of segmentation and versioning
LEARNING POINTS:.
- Identifying customers most likely to purchase. - Optimizing the relevance of your direct mail pieces using segmentation and demographics.
- How to improve the effectiveness of your direct marketing efforts using a combination of segmentation and versioning
Handout Online
