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A Discreet Industry Leader, Maryland-Based Data Mining and Predictive Modeling Company Has Been Refining Industry Innovations for More Than 25 Years

i-Newswire, 2004-12-31 - DataLab USA has won the 2004 Bronze Award for Excellence from the National Center for Database Marketing (NCDM) on behalf of its work for Associates Finance Puerto Rico. DataLab USA bested many larger competitors to win the award in the Modeling Applications Category.

The direct mail program, a highly targeted database marketing customer acquisition campaign, reversed a trend of declining response rates and decreasing margins for Associates Finance in a small, fiercely competitive market of loan prospects in Puerto Rico, which has an overall population of 3.5 million.

�Because Puerto Rico is an island nation, the market for loan prospects is extremely small, at about 600,000, so this was an enormous challenge for any direct marketing vendor,� said Charmaine Llauger, Director of Marketing, at Associates Finance in San Juan. �DataLab USA stepped up to the challenge systematically and aggressively, and implemented remarkably innovative programs that successfully improved response rates. We couldn�t be happier with the results, and we consider them part of our team.�

DataLab USA implemented a novel two-tiered database marketing approach utilizing a newly developed predictive model and �re-mail penalty� segmentation technique to boost the declining results of the personal loan direct mail program. The innovative strategy, designed to reduced overall mail volumes while increasing mail frequency, increased program response rates by more than 10%.

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