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best leads - Internet Marketing Blog

VIEWS: 15 PAGES: 14

									O2 Consulting




                Marketing Leads



                     2009




                1                 O2
O2 Consulting                                         O2 Background

     Founded 7/06
     Owner former principal of Sigma Analytics
          INC500 Company 2002-03, Sold to Merkle 2004, left 8/06
          4th Start-up
          18 years in Analytics
     Focus is Financial Services
          Mortgage, Auto, Credit Card
          Analytics, Data, and Consulting
          Marketing, Database, Risk Management
          Independence is key strategy - Data, Database, Analysis
          Spent over 2 years researching data providers
          Lead website development (lending products)



  www.oxyconsulting.com
                                      2                              O2
O2 Consulting




                          Lists




  www.oxyconsulting.com
                          3       O2
O2 Consulting                            Underbanked Database


     Proprietary Database from transactions:
          Online (200,000/Month, 2.5MM/year)
          Batch (500,000/Month, 6MM/year)
          Mail Files (27MM last 12 months)

   Attributes and scores available for use –
    both ITA or FCRA
   Database useful for:
          ITA mail campaigns – payday, sub prime card
          Prescreen campaigns
          ‘Scrubs’ to Prime campaigns


  www.oxyconsulting.com
                                     4                   O2
O2 Consulting                       Underbanked Vertical Lists

     Lists of Thin/No Hit Consumers that have applied for
      services
          Not typically available at credit bureaus
          Positive or Negative tradeline performance
          Declined for credit
     Industries available for selection
          Bankcard (2+ MM)
          Cellular/Wireless (1+ MM)
          Consumer Finance (500K)
          Auto (1 MM)
     Can be solicited with either Pre-screen or ITA
     Database grows by 700k / month


  www.oxyconsulting.com
                                       5                     O2
O2 Consulting               List and Database Counts

  Count                           # of Consumers
  Underbanked Database            43,698,046
  Known Underbanked               31,795,892
  Presence of Payday Loan (ITA)   5,978,637
  Credit Card Rejects             1,851,092
  Low Scores (Bottom 3 Deciles)   14,496,594
  Late Cell Phone Payers          2,817,537
  Late Utility Bills              4,503,495

  www.oxyconsulting.com
                             6                     O2
O2 Consulting                               List Optimization

       Score lists with appropriate response model
           Dry testing on select lists
           Puts all lists on same benchmark
           Best names from best lists selected
           Net names arrangement for list
       Cost is data append and scoring fees on net names
       Timing is 4 weeks to dry test, score lists and perform
        selects
       Results from test were mailed and compared to compiled
        list with same response score cuts (top 2 deciles)

 O2 Proprietary & Confidential
   www.oxyconsulting.com
                                 7                         O2
O2 Consulting                         List Optimization - Results

  List                    % of file, response   % of file, response
                          index top 2 deciles   index top 3 deciles

  List 1                  14.1, 2.7             25.2, 1.9

  List 2                  16.1, 2.5             25.2, 1.9

  List 3                  7.9, 2.4              15.5, 1.7

  Overall (no             20%, 1.0 (1MM, 30%, 1.0 (1MM
  optimization)           1.5% rate)     1.5% rate)

  Overall (with           20%, 2.7 (1MM, 30%, 1.7 (1MM,
  optimization)           3.4% rate)     2.6% rate)


  www.oxyconsulting.com
                                      8                               O2
                                              Optimized List Results w/
O2 Consulting                                                 Compiled

  List                    Response     Approval Cost/Booked Monthly
                          Rate (1st,   Rate     Account     Quantity (top
                          2nd dec.)                         2 deciles)
  Vertical List 1         5.7, 2.0% 38%         $29.71       50,000
  Vertical List 2         4.6, 2.0% 42%         $36.46       60,000
  Vertical List 3         2.4, 1.1% 53%         $46.52       40,000
  Vertical List 4         1.4, 1.0% 48%         $73.81       100,000
  O2 Compiled             3.1, 0.6% 38%         $31.52       6MM




  www.oxyconsulting.com
                                          9                            O2
O2 Consulting




                          Data




  www.oxyconsulting.com
                          10     O2
O2 Consulting                                        Data Summary

     O2 utilizes multiple data sources in optimization
      efforts
                               Credit (FCRA)
          Alternative (FCRA)                     Public
                 Examples:                      Examples:
                  Payday                       Demographic
                 Magazine/                         Auto
                   Club                         Real Estate
                  Rental                         Lifestyle
                                 Consumers

                                               Area Level
                                                 Examples:
            Debit (FCRA)                        Econometric
                                                   Credit
                                                 Response
                                 ID/Fraud

  www.oxyconsulting.com
                                      11                      O2
O2 Consulting                                 Data Types Comparison

 Source                    Coverage   Predictive      Cost
                                      Power
 Credit                    High       High            High
 Fraud/ID                  High       Med             Low-High
 Alt. Credit               Low        High            High
 Club/Cont.                Med        High            Med
 Debit                     Med        Med             High
 Public Record             High       Med             Low
 Econometric               High       Med             Low
 Check Cashing             Low        High            High
 Underbanked
   www.oxyconsulting.com
                           Low        High
                                         12
                                                      Low        O2
O2 Consulting




                          Lead Programs




  www.oxyconsulting.com
                              13          O2
O2 Consulting                               Lead Programs

     Lead Programs for Cost per Account:
        Live Call Transfer
        Direct Mail
        Web
     Programs for:
        Mortgage              Education
        DebtSettlement        Sub Prime/Debit Card
       Small Biz loans        Payday
     Contact Us Today

  www.oxyconsulting.com
                               14                      O2

								
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