Director + Case Study

Direct response requires continuous, data intensive insight delivery

Test

Learn

Refine

Implement DataMedia

Product

Message

Director is more than just a response analysis tool

Director links all elements of a response based campaignTotal DR Campaign Management

Plan Forecast Analyse

Analyse

Typical ‘DR’ response tools do just one task

Comprehensive in it’s multimedia capabilities

Daily feed of calls/ online stats & sales data from call centre/ Double Click

Media Plans developed within system

Dynamic forecast generated from media plans

Reports/Charting

Accurate through the development of bespoke FBD response tails

Developed at a media owner, by day and even time of day level by product, Director’s forecasts will be accurate within a daily +/-5% tolerance

Holistic in it’s ability to factor in Econometric learnings

6

+

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100200300400500600700800900

1,000 Offline Online Indirect Halo Outlook Forecast

Accessible to all and always up to date via online portal

Key benefits of Director to FBD

Single, multimedia campaign management of all DR activity, across all products

Dynamic forecasting derived directly from plans and adapted to in-month performance

Automatic, daily data feeds ensures detailed latest view of performance is always available to all stakeholders

Enables faster, in campaign optimisation at a granular and holistic level

A platform to enable better integrated, maximisation of FBD’s communication investment

Virgin Media case study

The Challenge:Virgin Media is only available across 70% of the UK leading to high wastage issues in ‘national’

media vehicles.

Online CPA’s were worsening year on year reducing the ability to grow the user base cost

effectively

2008 available budget was down 12% y-o-y

The IdeaUtilise customer data and DR analysis to refine media selection and focus creative relevance to

enhance performance

Using data insight to lead the planning

Customer value segmentation withpropensity modelling based on recency,

frequency and value of transactions

Matched the segmentation within Mosaic tohighlight areas of high potential against areas

of high serviceability

Rank media vehicles based on coverage vs key high value potential target areas

Informing more than just media selection

Match offers to customer segmentation

and test messaging through the year

0.00

0.20

0.40

0.60

0.80

1.00

1.20

WeekBeg 15/01/2007 12/02/2007 12/03/2007 09/04/2007 07/05/2007 04/06/2007 02/07/2007 30/07/2007 27/08/2007 24/09/2007

Week Beg

Net

Cal

ls

WebOrderIndex NetCallIndex TotalSalesIndex

Jul - Aug£10BB

SepTotal TV

Oct4 for £40

& £4.50 BB

NovMore TV

Dec£4.50 BB

Jan - Feb£4.50 BB

&V+ Bundle

Increased focus of Door Drops and Direct Mail were ideal for increased

offer relevance

Like for like performance variance of up to 85% between messages

Year on YearSpend down 12%CPA down 25%Volume up 4%

Return on media investment up 29%

Data centric targeting

Director optimisation

Messaging relevance

Granular, data driven DR approach delivered for Virgin Media