Powerful List Profiler for Direct Marketers

Holland Litho's DataShot is a service provided by our list experts. With DataShot, we statistically profile your best customers. Here's how it works: You provide us with your house file, which our team profiles and then matches against a comprehensive database of U.S. businesses or consumers to create a customized market penetration analysis. The strength of our DataShot service lies in the consumer and business demographic overlays that reveal a trove of detailed information. In three simple steps, you can purchase a list of prospects (in your specific trade area) that look just like your best customers.

A decade ago, a DataShot-like analysis cost several thousand dollars and was only used by the biggest direct marketers. With HLPS DataShot, we've made the fee for this service available at a fraction of that price, making it affordable to even small- to moderately-sized marketers, non-profits and political campaigns.

DataShot supports house file uploads of 500 to 100,000 names. The fee is the same, regardless of the list size you choose to profile. Try to profile at least 20% of your list to avoid random outliers that are hard to interpret. The list is only used to create your DataShot and is treated with complete confidence.

Each attribute has a corresponding penetration index associated with it. The penetration index showcases the relationship between the percentage of customers sharing the same demographic attributes as those individuals in your marketing footprint. The higher the penetration index, the more penetrated your file is for that demographic (and this is considered significant). Any attribute with a high penetration index could be utilized as part of a straight list selection. Keep in mind that the more attributes you add to a straight list pull, the lower your overall count will be as using this methodology, as records must match all of the criteria.

In the B2C example above, note that the penetration index is high for both grandparents as well as the age band of 65-74. You could use this insight to do a straight list pull based on these specific attributes.

Alternatively, you can use scored data. Unlike straight list selection where a record much match all of the criteria to be included, records included in a scored record pull do not necessarily match all of the criteria. The records with the highest score will typically match many of the high penetration attributes, but not necessarily all. The scores for each prospective contact are based upon the penetration index values calculated for each demographic attribute. The total sum of these scores equates to the total score for a particular record.

We run a count by geography next: Where do you want to target? It could be a radius or certain cities or zip codes. The count will tell us how many matches we have in that geographic area. The DataShot scored report process only keeps records whose scores are greater than or equal to the average customer score. These are determined to be the best prospects. Of those records kept:

■ The top 25% (based on highest score) are grouped into the “Premium” bucket
■ The next 25% are grouped into the “Preferred” bucket
■ And the balance are grouped into the “Select” bucket

So with that, most customers select from the Premium grouping because these are modeled closest to the DataShot.

Addendum: Profile Characteristics

Compact Consumer Attributes

■ Adults In Household
■ Age of Children
■ Age Range
■ Credit Card Types
■ Dwelling Type
■ Ethnic Group
■ Gender
■ Home Ownership
■ Home Value
■ Household Income
■ Investment Types
■ Length of Residence
■ Lifestyle Dimensions
■ Liquid Assets
■ Mail Donor
■ Mail Order Buyer
■ Mail Responder
■ Marital Status
■ Net Worth
■ Number of Children
■ Occupation
■ Primary Auto Class
■ Region
■ SCF (3 Digit Zip Code)

Epsilon Consumer Attributes

■ Advantage Dwelling Type
■ Advantage Home Owner
■ Advantage Household Age
■ Advantage Household Education
■ Advantage Household Marital Status
■ Advantage Length of Residence
■ Available Home Equity
■ Child Ages
■ Credit Cards
■ Ethnic Group Code
■ Gender
■ Home Sale Price
■ Living Area Square Footage
■ Mail Order Buyer
■ Niches 3.0
■ Number of Children in Household
■ Occupation
■ Property Lot Size (Acres)
■ Target Income
■ Target ValueScore

Business Attributes

■ 2 Digit Primary SIC Code
■ 4 Digit Primary SIC Code
■ Advertising Expenses
■ Annual Sales Volume
■ Computer Expenses
■ Credit Code
■ Credit Grade
■ Employee Size
■ Import/Export Indicator
■ Location Type
■ Owner/Renter
■ Public/Private Indicator
■ Rent and Lease Expenses
■ SIC Division
■ SOHO
■ Square Footage
■ Utility Expenses
■ Women Owned
■ Years in Business

For a business DataShot, the scores are applied to the Infogroup database while for a consumer DataShot, the scores are applied to either the Compact or Epsilon databases.