Predictive Analytics for Marketing Campaigns
one&All is a full-service agency partner that works exclusively with nonprofit organizations. They serve over 1400 clients with their expertise in data analytics, omnichannel creative, and account services.
One of the ways the team at one&All works to create value for their clients is through modeling and predictive analytics. Alexa Langford, Director of Research & Analytics, builds models from client data that guide mailing decisions and provide substantial ROI for each client.
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provider was expensive and took months to build a model, at which point, the results weren’t as fresh and at times outdated.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.”
In 2015 one&All became a Lityx customer and user of LityxIQ, a cloud-hosted analytics platform designed to make modeling and sophisticated data analytics easier and more available to a broader audience of analysts. The move was empowering to Alexa, her team, and ultimately the client. According to Alexa, Lityx is “a good product. It makes something that’s very difficult accessible, and I think that is really a good thing for our clients. I’m really happy that we can bring it to them at a price which is right.”
Nearly 2x increase in net revenue
Expense savings of 40%—70% across brands
10%—35% lift in brand response rates