August 10, 2008

Hillstrom's Zip Code Forensics!!!

Would you be interested in being one of ten companies that get to participate in the launch of a new product, for free?

I am close to completing the development of a product called "Hillstrom's Zip Code Forensics". The product segments every zip code in the United States based on the sales potential of the zip code (high potential, low potential), and the marketing preference of the zip code (traditional/catalog or online/digital).

At this time, there are four segments, based on the combination of descriptors listed above.

Early tests indicate significant potential! The catalog marketer or e-mail marketer would be able to not mail unprofitable names in break-even segments, increasing profitability in the process. I envision the catalog marketer overlaying the segmentation against marginal co-op/outside lists and unprofitable housefile segments. I see e-mail marketers decreasing frequency among traditional/catalog segments. Multichannel marketers will be able to clearly demonstrate that they are getting a better mix of multichannel customers if traditional/catalog and online/digital segment counts are both increasing, especially in high-potential zip codes.

Here is a link to a white paper outlining Hillstrom's Zip Code Forensics.

If you would like to be one of the ten companies that gets to participate (for free) in the final testing and development of the product, please contact me. All participants will send me anonymous zip code level sales data, by channel, for the past twelve months, and will get to use the product for free for at least one year if the algorithm becomes a commercially viable tool.

The product will be tentatively priced at $5,000/year should it be launched commercially. Based on initial tests, many companies who execute direct marketing campaigns will profitably benefit from the segmentation scheme.

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