Custom Design Databases
We apply proprietary analytical software to pre-existing client data and combine it with fine-tuned zip code analysis focusing on High Propensity Homes™ (HPH) to target and reach the right target in their homes and on-line. Broadcast television uses to entice the viewer to their programs and websites. Corporate, retail, and service sectors use personal URL’s and data overlays to increase ROI performance and 360° marketing.
High Propensity Homes™ (HPHs)
High Propensity Homes™ (HPHs) are defined as the group which has the highest propensity (ranked by ratio) to respond via zip code penetration to a direct mail campaign. The individuals identified as high propensity targets are delineated after several processes of matching database overlays with the most recent (up to one week before mailing) USPS data, affording the best penetration and accounting for any relocation within that segment.
Ethnic Modeling and Database Design
All ethnic direct mail prospects account for 25% of the United States. However, they receive 6-10% of direct mail and yet account for 25-33% of new direct mail responders. These overlooked ethnic markets have an annual combined purchasing power of over $1 trillion.
Our exclusive partnerships with Centris/CentrisPlus, ICR, and HispanicExcel gives DMTV access to individuals who define themselves as “ethnic.” Example: Hispanic Americans are segmented into different models relating to nativity, language propensity, acculturation and assimilation, and media usage habits. DMTV’s experience in marketing to Hispanic clients is one of the cornerstones of our success. We also access Black and Asian targets in much the same way as our Hispanic databases but using different segmentation approaches to achieve optimum penetration.
