Miglautsch Marketing has pioneered automated modeling since the early 90's. Many of our clients produce four or more models per month, we have built more customer models than virtually any other direct marketing company. MMI is considered one of the world's leading modeling companies. With clients such as Guitar Center, Adobe The Bay and dozens of catalog companies, our systems have proven themselves in the real world of direct mail marketing for some of the biggest mailers in North America.  In the past 6 years we won 11 blind tests against 8 of the world's best modelers.  Click->John's Welcome to hear more.

Direct Marketing Swung the Election?

ClintonBestCase
"President Barack Obama transformed modern day campaigning by elevating the importance and use of data. Since then campaigns have prioritized it. Hillary Clinton has been building her data operation since she launched her campaign, but Trump has largely dismissed its importance." NBC News May 31 2016
"Analytics will win votes this year. Science, as it did in 2012, is playing an important role for mass voter persuasion in the U.S. presidential race. It’s a numbers game: Predictive analytics targets campaign activities, strengthening a campaign's army of volunteers by driving its activities more optimally." Scientific American Sep 15, 2016
"I've believed in data for 30 years in politics and data died tonight," Republican strategist Mike Murphy tweeted.

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The RFM Trap (Recency, Frequency & Monetary)

How is all this data going to help me increase the bang for my marketing buck? (click to enlarge)  A friend sent me the above chart and asked me what I thought of it. The author suggests, “Shaded cells reflect that 80,495 customers reside in those cells that received a 2% or more response rate. So about 80.5% of the mailing went to customers who had 2% plus response rate. To the right of the sales grid, you will notice that the sales generated from these customers were $4,062,183 or about 97.3% of the total sales for the event. Hey, that means 97% of the sales were generated from 80.5% of the cost. Why would I mail to the other 19.5% of the mailed file? If we had known in advance which of the cells would have generated less than 2% response rate, we probably would not have mailed them. Wouldn't it be nice to know in advance which cells will generate the most sales.” He claims that if he took the top 86% and mailed it twice, he could have increased revenues 72%.

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