one&All uses predictive analytics to improve the approach and outcomes to marketing programs that they manage for their clients. They find the approach to be a powerful way to enable their clients to spend less money, and make more, usually to support direct-mail fundraising efforts. “It’s the way fundraising is moving. More isn’t always better and if you can mail smarter, and not just to more people, it’s very compelling to our clients,” says Alexa.
Before becoming a Lityx client, one&All paid a full-time outsourced group for predictive analytics support. Alexa shared that their previous provider was expensive and took months to build a model, at which point, the results weren’t as fresh and at times outdated.
“The time it took made us less comfortable. It meant that we couldn’t have a lot of different models, so we were relying on more general models. And general models are good but the tighter the model build looks like the model audience, the better your model will be. Having campaign-specific models I believe has really helped differentiate from what we were doing before.”