Direct Marketing Genpact’s analysts have many years of experience managing the end-to-end processes of Direct Marketing. This team has developed and executed campaigns across customer lifecycle stages, from acquisition to retention, and across channels such as direct mail, email and telemarketing. Our team has the experience of working on leading mainframe platforms, various credit bureaus and other data vendors, and world-class tools such as SAS, KnowledgeSeeker, ModelBuilder and Unica. Our Approach We help clients build and nurture a profitable customer base through cross-sell and promotion offers. Our solutions address all Direct Marketing aspects, from campaign inception and execution, to analysis and tracking, to feedback and strategic/tactical adjustment. We apply predictive modeling, segmentation and optimization techniques to refine strategies and determine the optimal promotion mix with respect to channel, creative, offer and timing options to improve campaign ROI. We support information quality management through data cleansing, address-format standardization and creating suppression/exception lists to ensure adherence to legal and compliance standards. We prepare campaign mail files in specified formats and create analysis files that support future activities like tracking and strategy build. In addition to standard tracking for continuous monitoring of campaign results and deep-dive analysis to provide strategic insights, we conduct statistical inference and model/segment validation to determine the significance of key performance indicators and fine-tune the experimental design of future campaigns. Our team has even developed in-house tools for ensuring homogeneity between Test and Control on key performance metrics, selecting target segments to optimize costs, and customizing comprehensive campaign-tracking templates. Client Successes For a large retail consumer finance client, Genpact managed direct-marketing processes to deliver 5 million new accounts per year from acquisition campaigns, $200 million in incremental sales per year from Acquisition and Lifecycle campaigns, and over $2 million worth of cost savings on direct-mail campaigns.