The life blood of every business is acquiring new customers. Cost-effective customer acquisition relies on obtaining good prospects. But how do you identify good prospects?

With Entiera, obtaining good prospects is as easy as 1-2-3.

First, Entiera helps you define your best customers, by creating an Ideal Customer Profile. Then, through the Entiera Marketing Universe, prospects that look like your best customers are selected. Finally, a closed-loop process of test and learn allows the results to be tuned and improved over time.

Step 1 - Defining the Ideal Customer Profile

Append customer profile data. To gain a fuller appreciation of who your customers are, begin by appending a comprehensive demographic, psychographic and behavioral profile. The Entiera Marketing Universe provides access to nearly 270 million US Consumers, and over 23 million US Business locations. Match your customer file against the Entiera Marketing Universe, and you’ll have access to more than 900 consumer and 50 business variables.

Analysis of Customer Data. A market penetration report can identify how your customers compare to the universe of all US consumers or businesses. It’s an excellent way to get a quick, qualitative understanding of your customer base, particularly when actual campaign data (both responders and non-responders) isn’t available.

In the example below, the age and household income of customers are compared against the Entiera Marketing Universe. Middle income, middle age consumers are disproportionately likely to be customers.

From the market penetration report, a list of selection criteria can be developed.

If you have response data from an actual campaign, including both responders and non-responders, Entiera’s integrated KXEN modeling tool can be used to create a sophisticated logistic regression model. The model will determine which of the hundreds of variables from the Entiera Marketing Universe as well as your own data, are predictive of response.

Step 2: Scoring & Selecting Prospects

Once you’ve defined the Ideal Customer Profile, apply the selection criteria you’ve created against the Entiera Marketing Universe. Or score all of the records in the Entiera Marketing Universe using your model. Identify and select the best prospects.

Existing customers and previous prospect record selections can be suppressed from the pull, so that only new prospect records are obtained.

Step 3: Closep-Loop, Test & Learn

Customer acquisition and prospect record selection is an ongoing process. With Entiera, you’ll continually refine your prospect record selection.

Entiera makes it easy to capture the results of e-mail, telemarketing or direct mail marketing campaigns, to build richer and more sophisticated models. The result? Better prospect record selection and lower customer acquisition costs.