Response Predictive Analysis
The Most Effective Way To Optimize Response In Your Next Mailing!
Lists can only be winners for so long before response starts to fall off due to list fatigue. The Response Predictive Analysis is one of Equifax’s custom modeling techniques designed to utilize our powerful data and dramatically improve response from your Equifax list selections.
The Response Predictive Analysis is a statistical model that analyzes one of your recent mailings by comparing responders to non-responders using information from one of Equifax’s databases. The result is a new ranking of your best prospects.
Our Analytic Consulting team employs state-of-the-art methodologies when they set out to develop your model. These methodologies include Logistic Regression and Z-Score techniques. Our analysts will work with your marketing objectives to customize a prospect universe and model to meet your needs.
Key Steps Involved In The Development Of A Response Predictive Analysis Model
Step 1
We begin by matching your mailed file to the selected Equifax database. Ideally, these names were randomly pulled from an Equifax target universe. Each name is identified as either a responder or a non-responder. When matches are found, we temporarily append the lifestyle and demographic information from our database to the corresponding records in your mailed file.
Step 2
Through analysis and with your input, we segment the selected Equifax database to customize a prospect universe for you. If the sample size is large enough, we randomly split your mailed file into a model-building sample and a validation sample. Later in the process, we apply the model to both files to verify our results.
Step 3
Using the resulting model, we assign weights to each of the most significant characteristics of your best responders. We score all individuals in your mailed file and sort them into ranks from best to worst. Responders are compared to non-responders by rank in the Performance Summary.
Step 4
We report on the demographics, lifestyles and interests that make up your custom-built model and we use a broad list of database variables to profile high, medium and low ranking prospects.
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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.
