Matrix Analysis
Marketers are often faced with a serious dilemma when promoting for profit and response: profitable names are not good responders and well-responding names are not always profitable. With an Equifax Matrix Analysis you can determine which of your prospects are most responsive and also most likely to convert. This dual modeling technique predicts two desirable outcomes and allows you to qualify prospects for optimum performance. The Matrix Analysis permits you to determine the response rate, the conversion rate and the net conversion rate from the combined ranks of two Equifax custom-built models. Using these statistics, you can truly identify those segments most likely to exceed your break-even point and maximize your profit upon mailing.
The Matrix Analysis Process
We begin the Matrix Analysis process by matching lists of your most responsive and profitable customers’ names and addresses to the selected Equifax database. Matched names are temporarily appended with our demographic and lifestyle information. Through analysis and with your input, we segment the selected Equifax database to customize a prospect universe for you. We then choose one of Equifax's world-class modeling techniques to build a Customer Predictive Analysis™ or a Response Predictive Analysis™ model (see respective brochures for more information) that predicts which prospects are most likely to respond to your offer. Another model, the conversion model, is built targeting the second outcome you have specifically designated (for example, it uses non-consumer report information to identify prospects who are most likely to pay, and so forth). The two models are combined to produce ranks of the most responsive, profitable prospects.
Our Analytic Consulting team employs state-of-the-art methodologies when they set out to develop your model. They employ Logistic Regression and Z-Score techniques in order to predict consumer response. Our analysts work with your marketing objectives to customize a prospect universe and Matrix Analysis to meet your needs.
The Matrix Analysis Process
Pricing
Each Matrix Analysis is FREE in exchange for an agreement to purchase 75,000 names (150,000 names for TotalSource XL™ models) at standard pricing.
Equifax Analytic Services: Mining Data to Build Relationships
Put the full strength of Equifax Marketing Services’ superior data, technical knowledge and analytic savvy behind your marketing plans TODAY!
It’s All About The Data
Any analytic technique is only as good as the data goes into it. Equifax provides you with access to some of the very best marketing data in the business. Utilize our analytic products to unleash the power of these Equifax databases.
- The Lifestyle Selector®
- The Response Selector™
- TotalSource XL™
- Permission!™
- High-Tech Connect™
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About Equifax
For more than 107 years, Equifax has been a market leader in providing value-added information solutions to businesses and consumers. With a constant focus on product development, technology, innovation and customer satisfaction, Equifax has grown its business to over $1.44 billion in annual revenue and 4,600 employees in 13 countries. Throughout its business, Equifax maintains an unwavering commitment to the highest standards of corporate ethics, data security and information privacy.
The worldwide leader in enabling and securing global commerce, Equifax is respected for bringing buyers and sellers together through:
- Collection & interpretation of consumer data
- Management of consumer credit information
- Marketing services
- Business information
- ID authentication
- e-Commerce
Using marketing business intelligence to acquire new prospects, improve customer response rates, and increase annual revenue, Equifax serves customers across a wide range of industries including financial services, retail, healthcare, telecommunications/utilities, brokerage, insurance, government and direct marketing.
