Angelo Licursi 4

This test showcased the difference our prospect modeling makes in delivering strong performances, regardless of marketing channel. We’ve seen the impact propensity modeling has in direct mail and now applying it to addressable digital channels has opened up new avenues for this brand to reach high-affinity prospects. The key in this test was being able to show performance lift vs. holdouts that resolve any ambiguity around the incrementality that this strategy can deliver.