RDI created a model that was able to identify direct mail creative that had the most potential to improve gross response rates.
Direct mail test cells are costly, in terms of money and target sample. This credit card company wanted to be more efficient with their marketing investment and with targets. RDI was asked to identify the top creative pieces with a quantitative method.
RDI worked with both brand marketing, research, and creative leadership to deconstruct the challenge into smaller pieces that could be solved individually. RDI created a proprietary model that identified specific survey questions that were the best predictors of creative that would out-perform the “control” creative.
RDI created a model, which was validated through in-market testing, that was able to rank creative in appropriate tiers. The company was able to revise low-performing creative which ultimately improved overall response rates. This model was validated in various business lines.