Quad/Graphics Debuts Groundbreaking Predictive Direct Mail Technology
2018年3月15日 - 10:48PM
ビジネスワイヤ(英語)
Accelerated Insights™ Provides Marketers with a New Solution to
Rapidly Test Direct Mail Creative and Formats without Mailing
Quad/Graphics (NYSE: QUAD) (“Quad”) announces a new technology
platform for testing direct marketing that lifts response rates,
increasing reliability and shortening time to market at a fraction
of the cost of traditional mail testing.
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.
Watch a video about how Accelerated Insights can save you time
and money on your direct mail testing.
“Marketers have been following the same testing methods for
decades, many times with disappointing results,” said Scott Harvey,
Quad/Graphics Senior Vice President of Marketing Solutions. “This
technology creates a roadmap for campaign creative that tells
marketers exactly what is most important to customers and
prospects.”
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 Andy
Bear, Quad/Graphics Executive Director of Marketing Solutions and
part of the team who helped develop the platform. “It puts us in a
unique position to analyze all the steps involved in direct mail
testing and to develop a breakthrough approach that doesn’t take so
much time and calculation.”
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.”
About Quad/Graphics
Quad/Graphics (NYSE:QUAD) is a leading marketing solutions
provider. The Company leverages its strong print foundation as part
of a much larger, robust integrated marketing platform that helps
marketers and content creators improve the efficiency and
effectiveness of their marketing spend across offline and online
media channels. With a consultative approach, worldwide
capabilities, leading-edge technology and single-source simplicity,
Quad has the resources and knowledge to help a wide variety of
clients in multiple vertical industries, including retail,
publishing and healthcare. Quad provides a diverse range of digital
and print and related products, services and solutions from
multiple locations throughout North America, South America and
Europe, and strategic partnerships in Asia and other parts of the
world. For additional information visit www.QG.com or follow the
company on Twitter @quadgraphics.
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version on businesswire.com: http://www.businesswire.com/news/home/20180312005863/en/
for Quad/GraphicsChristel
Henke414-935-5377christelh@stirstuff.com
Quad Graphics (NYSE:QUAD)
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Quad Graphics (NYSE:QUAD)
過去 株価チャート
から 7 2023 まで 7 2024