Quad/Graphics Debuts Groundbreaking Predictive Direct Mail Technology
Accelerated Insights™ Provides Marketers with a New Solution to Rapidly Test Direct Mail Creative and Formats without Mailing
This press release features multimedia. View the full release here: http://www.businesswire.com/news/home/20180312005863/en/
The testing platform, called Accelerated Insights, is a virtual platform that can test up to 20 content variables in one pass. It uses a sophisticated persona matrix that combines demographics with emotional characteristics to predict what factors motivate someone to act on an offer. All of this can be accomplished without a physical mailing. Using Accelerated Insights, Quad has helped direct marketers:
- Reduce total testing time to 60 days;
- Realize 97 percent level (+/-3 percent) accuracy on projections;
- Achieve increase in response rates of 18 to 27 percent; and
- Lower testing costs by as much as 90 percent.
“Marketers have been following the same testing methods for decades,
many times with disappointing results,” said
In addition to the persona matrix, the Accelerated Insights testing platform relies on a vetted pool of millions of survey respondents, differentiated based on hundreds of characteristics. The technology draws from that pool to create survey panels that mirror direct marketers’ target consumers.
The panels are presented as mailing packages that each have multiple variables. Based on the panels’ responses, a proprietary algorithm predicts which combination of format, offer, messaging and imagery will be most successful. With that information, marketers can determine the most cost-effective package before sending out a single piece of mail. The Accelerated Insights testing platform has been in limited release for the past two years, used by customers in a range of business categories including financial services, insurance, health care and retail.
“We have worked with our customers for decades to fine-tune the tools,
data workflows and logistics of direct mail,” said
Marketers receive a complete picture of which variables are important – and which are not – through the Accelerated Insights Simulator, a cloud-based application that displays all testing parameters and results. Marketers have secure access to the different package scenarios 24/7.
“The Accelerated Insights testing platform allowed us to efficiently pre-qualify the potential of variables prior to executing a live mailing,” observed one marketing director involved in an early release of the technology. “That way, we were able to successfully optimize our highest performing elements while also mitigating waste in terms of both time and money.”