DataGYM » Showcase » Case Studies » Champion Mortgage

FACT SHEET
Richardson, Texas; August 31, 2000

CIANT Concludes Strategic Marketing Project at Champion Mortgage

Process savings of upto 33% based on current Annual Budget

Objectives: CIANT was tasked with identifying Marketing effectiveness particularly within Champion’s existing Direct Mail program, using improved data management processes, statistical techniques and appropriate technologies.

Results:

• CIANT-led team identified process savings of up to 33% based on current annual budget. This was demonstrated by:
  • Identifying records that should be rejected and not used in any mailings
  • Leveraging multiple names at same address while reducing list wear
  • Identifying under-performing segments and dropping them from mailings,
  • Using mail history to determine when to prevent further mail.
• CIANT-led team identified potentially large revenue gains by use of demographic attributes and statistical techniques for better prospecting in:
  • Existing markets
  • New markets
• CIANT identified technologies and processes for an integrated process for its exisiting Direct Mail program and new E-Business acquisition program.

Process:

• CIANT’s own data management tool DataGYM was used to cleanup and standardize a random sample from three separate ADI market areas for Champion prospect data. The reports demonstrated major opportunity to cleanup input data.
• CIANT DataGYM was used to identify the house-holding quality of the existing capability. The reports demonstrated better house-holding logic and phonetic keys will stop DNS more accurately while identifying about 25-30% more qualified prospects in any market area to communicate Champion product offerings.
• Statistical Analysis was performed on appended demographic attributes, mail history, list source and current model scores. Analysis was done on current segmentation practices as well.Reports showed opportunities to save costs and increase revenues.

Savings like that realized in the Champions Mortgage Project can be identified through a methodical application of Ciant developed Strategic Solutions Approach. It can identify cost savings, revenue opportunities and future strategic directions such as internet-based strategies and so forth.