While its membership is already one of the largest independent groups in the U.S., it is actively seeking to recruit new members on a daily basis. One of the ways it does this is through newspaper inserts and shared mail advertisements. These efforts are managed by a small group within their larger marketing organization. The program director understood the need for a more rigorous analytic solution for improving the efficiency of the program and optimizing acquisition. In addition, the requirement for maintaining fast time-to-market and improved decision making required a solution that automated much of this complex process.