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HCI Direct to Become Alliant Contributor
New Data Source for Alliant increases strength
of predictive solutions. Alliant’s fifth new contributor
in 2005.
BREWSTER, NY - Alliant Cooperative Data Solutions announced today
that HCI Direct, a premier direct marketer serving the women’s
market, has agreed to become a contributor to Alliant’s
pioneering analytics databases. “With their 30 year history
of direct-mail marketing leadership, HCI Direct is a high-value
source for our growing cooperative data and analytics efforts,”
said JoAnne Monfradi Dunn, President and CEO of Alliant Cooperative
Data Solutions.
In a strategic move, HCI joined PCH, Reader’s Digest, and
Scholastic, among other major marketers, in utilizing Alliant’s
services to increase the performance of their outbound mailings.
HCI established their relationship with Alliant in 2004 when they
challenged Alliant to help them find more names that could be
profitably promoted for membership in their continuity programs.
Alliant developed a modeled solution that identifies names HCI
would have normally passed over, adding millions of new prospects
to HCI’s promotion plans.
Alliant maintains detailed histories of consumer response and
retention patterns across thousands of direct marketing offers.
Utilizing data from prior HCI campaigns, Alliant was able to develop
a model that predicts the expected profit value for consumers
that traditional list segmentation tools were not able to assess.
In addition to expanding HCI’s universe of promotion candidates,
the model is being tested in segmenting hotline names where there
is neither the time nor the volume to use traditional segmentation
modeling.
“We approached Alliant with the goal of identifying high-value
behavior among our continuity-club customers. Their solution has
helped us increase our mail volume and gain a significant number
of profitable new members.” stated Marijke Bekaert, Senior
Director of Database Marketing at HCI Direct, Inc.
“HCI has a great story to tell,” said Bart Surrick,
Vice President of Client Engagement for Alliant. “They rolled
out their new mail plan in January, 2005 with outstanding results.
By leveraging our solution, they were able to significantly increase
their available list universe. In some lists they were able to
double the number of names they could mail profitably.”
HCI’s continued success with the Alliant solution led the
company to become a contributing partner to Alliant’s cooperative
databases. Alliant utilizes this information to provide direct
mail and Internet marketers with a new breed of analytics-based
enhancements to mail and response files. “The depth and
breadth of HCI’s data and the historic strength of its market
demographic will add new dimensions to our solutions,” said
Ms. Dunn.
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About Alliant Cooperative Data Solutions
Alliant Cooperative Data Solutions, LLC is a leader in the commercialization
of cooperative databases that help marketers predict profitable
consumer behaviors. Alliant represents the direct marketing industry's
largest and most comprehensive effort to combine the customer
performance records of the country's leading mailers and Internet
marketers; providing services and solutions that help direct marketers
manage existing and prospective customers for their profit impact.
Alliant maintains information on over 116 million U.S. consumers
and offers solutions from two distinct data resources. DecisionBase360™
allows marketers to target consumers based on performance histories,
channel, and affinity information. TransactionBase® is a credit-decision
database offering a powerful but cost-effective alternative to
traditional credit scores.
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