Case Study: High-tech consumer electronics brand boosts direct mail performance with Alliant look-alike modeling

High-tech consumer electronics brand boosts contribution per order 12% with Alliant

The customer, a high-tech consumer electronics brand, sought to optimize its summer catalog campaign for new customer acquisition. The challenge was to identify more qualified and responsive households for its direct mail efforts in a crowded digital landscape. The vendor, Alliant, was engaged to provide a data-driven solution using its consumer data and modeling services.

Alliant developed a suite of custom look-alike models using the brand's first-party data combined with Alliant's own rich transactional and demographic datasets. The solution focused on finding prospects similar to the brand's past seasonal buyers. By taking the intersection of the top three models, Alliant created a refined, high-propensity audience segment. The resulting campaign delivered a 12% lift in performance, as measured by a 112 index for contribution per order, proving the success of Alliant's strategy.