Database Design

Understanding your list's intrinsic qualities is our specialty. We work closely with your marketing and technical departments to turn your list into a relational database reflecting all data unique to your company.

Database development includes multiple sources, a variety of input formats, and unique data elements for each file. All records and fields in the database are selectable for on-going campaign tracking, analysis, or list fulfillment.

Upon receipt of your list, we reformat and categorize the data prior to analyzing and standardizing each data element. Vast resources of data can then be used to append and update names, addresses, telephone numbers, demographic, geographic, and lifestyle information, and any other data integral to your database's performance. Multi-buyers are tagged, purchase histories maintained, specific campaigns tracked, and standard reports generated.

Your resulting database will then exist on-line with access to information literally on demand. We can also install your database on your company's PC's for in-house applications or you can access it with our on line count system, OTIS.

Data Processing Services:

• CASS Certified - Address Standardization and Correction of addresses ranked by deliverability
• US and Canadian NCOA processing
• DSF or LACS Processing
• Individual, Household, Business, Canadian, Foreign and Address Level Merges
• Customized matching algorithms and any combination or variation of parameters
• Thorough and customizable output reports
• PAVE Certified Presorting & Postal Optimization
• Prioritization and/or random allocation of list and suppression files
• Key coding, List Seeding and List Splitting 
• Response Analysis and Model Preparation and Application
• Canadian Address Standardization and Presorting
• Interrogation of each record on input files to determine that all data including the name, address and company information are valid
• Retention of Multi-hits
• DMA, Prison and CDMA Suppression

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List Maintenance & Fulfillment

You can lower costs and increase profitability with our list maintenance & fulfillment services. Converting your list into a more marketable database adds integrity and selectivity to the file. With a clean, well-maintained file at AIG, you can boost rental response rates which will lead to continuations and increased revenue.

Duplicates and non-deliverables are removed as your database is updated monthly or quarterly to keep nixies down and response rates up. Business records are separated from consumer households and are selectable by the individual with relevant data elements that are supplied for each record.

The name field is also standardized and gender coded to ensure that each record has a valid name. Every record is processed through CASS-Certified software, and matched to the DMA and Prison suppression file.

By accessing our web site, you can receive up to the minute updates regarding the status and shipment of all list orders. Immediate counts are available upon request using OTIS, our on-line order and count system. Output is provided on a variety of formats including diskette, CD-ROM, and electronic transfer. All list orders are fulfilled within 48 hours and same day rushes can be accommodated without additional charges.
 

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Analysis & Modeling

We get to know your business and understand your objectives. Then we conduct analysis with an experienced understanding of direct marketing dynamics from your viewpoint. Employing the latest methods of regression and multi-variate analysis, we develop profiles of your customer. To help you improve response and better interpret campaign data, we've developed many market analysis programs that will meet your unique analysis criteria.

AIG's experienced programmers and statisticians work toward presenting pertinent, actionable, and measurable results. Our Good Customer Match and Mailed Regression programs help you arrive at extremely predictive algorithms. Ultimately, you will see lifts in your response rates.

Modeling Methodology

Our approach to modeling is to arrive at the identification of the highest quality prospects in the most efficient and cost-effective manner, while gaining invaluable information about your customer file. In brief, we follow a four-step plan:

1. Data Preparation and Enhancement
   
   Pre-process files to standardize name and address information to improve match rates. Enhance with data from AIG Consumer file at household level. Perform preliminary data analysis including correlation, distribution, step-wise, and cross-tabulation to identify possible predictor variables.
    
2. Regression Modeling
   
   Apply logistic regression model techniques to build a regression scoring model with the calibration sample. Then we generate your response gains table.
    
3. Model Performance and Validation
   
   Validate the performance of the model on a fresh sample.
    
4. Regression Result Presentation
   
   Results are presented and described in detail. Easy to read reports feature scoring and ranking of the prospect file and profiling for each group of prospects names based on certain characteristics. Then recommendations are made as to which duo-decile (5%) groups should be tested.
   
    

©2000 Applied Information Group

100 Market Street, Kenilworth, NJ 07033
Phone: (908) 241-7007
Fax: (908) 241-7088
Fax: (908) 241-6411 (for list orders)

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