Data Modeling Explained [Video]

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Data Modeling Explained

Director of Business Development and Alliances Akash Shah and Data Manager Jeff Gonnello are here to explain the intricacies of data modeling and how it applies to direct mail marketing.

1 minute read

Direct Mail Marketing, videos

Video Transcript:

0:00:00 – 0:00:16

AKASH: So Jeff, we do a lot of data modeling, behind the scenes to target for premium – premium customers, rather. Would you be able to go into a little bit more into that?

0:00:17 – 0:00:34

JEFF: Yeah, sure. So for every client, you know, we gather the information on what kind of people they’re trying to get responders back for if they want a specific age range. You know, if you’re a roofing company, you want a house that’s been around for 20, 25 years. And we have ways to find that out.

0:00:35 – 0:00:45

AKASH: So, appreciate that. Now, I’ve seen a lot of people, a lot of companies out there, they look at a county level or even a zip code level.

JEFF: Sure.

AKASH: Is that what we do, or can you go into more in depth?

0:00:46 – 0:01:04

JEFF: No, we’re more a household basis. You know, we target everybody but – and then siphon through them to see what would be the best match for whatever company that you are or whatever company that we think would be more beneficial for you.

AKASH: Okay. Got it. So basically we were able to create a profile for each individual house.

JEFF: That’s right, yeah.

0:01:05 – 0:01:16

AKASH: And be able to target based on how that matches up with the brand’s premium customer?

JEFF: Right, exactly.

AKASH: Perfect, thank you.

JEFF: Hey, no problem.

AKASH: For more information, go to dksmo.com.

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