Targeting Tools & Decision Rules
Actionable information
Segmentation is of little value if it cannot be applied to entire populations of customers and prospects and incorporated into real-world marketing efforts.
The key challenge to applying segmentation is using decision rules to determine which target consumer receives what marketing treatment via which channel and at what frequency. In fact, a profusion of consumer touchpoints combined with increased use of campaign management software has made creating, tracking, and optimizing campaign decision rules a critical marketing discipline.
Harnessing targeting power
Rosetta targeting tools use proprietary analytics and modeling techniques to score large populations of consumers into Rosetta Personalities―giving our clients the ability to implement large-scale Personality-based marketing programs.
To facilitate these programs we develop, deploy, evaluate and optimize decision rules by assessing the "fit" of each parameter (product, message, offer, channel, frequency) with each consumer Personality.
Our services include:
- Applying advanced typing tools to score existing customer and prospect files
- Analyzing the fit between Personality hot buttons and product, message, and offer
- Establishing rules for target, product, message, and offers, and then tracking, analyzing, and optimizing results