CoolSavings and Alliant target best prospects for soft offer promotions
A new offering from CoolSavings Inc. and Alliant Cooperative Data Solutions aims to solve a problem for online marketers using so-called “soft” or bill-me-later offers for new customer acquisition: how to target the consumers most likely to pay. Soft offer scoring, which combines information in Alliant’s TransactionBase data that pools the consumer performance data from Internet and mailer merchants along with CoolSavings Lead Generation Service, uses offline modeling technology to create custom models that target soft offers to those most likely to pay up on them.
“CoolSavings’ new Soft Offer Scoring solution is really about making the Internet safe for bill-me-later promotions," says Matthew Moog, CEO of CoolSavings. “Historically, online lead generation campaigns have not been profitable for soft offer marketers because they have been unable to reliably reach quality consumers.”
CoolSavings` Lead Generation draws from top web sites in its distribution network, including publishing sites and portals such as CoolSavings.com, Better Homes and Gardens, Weather.com and others. The Soft Offer scoring uses scores developed by Alliant with CoolSavings` database of behavioral and demographic data to target offers to those consumers who`ve demonstrated a high propensity to pay.
Soft offer scoring will benefit marketers that use soft offer promotions, including book and music clubs, continuity clubs, book and magazine publishers and others that face the dual challenge of increasing the number of consumer leads while trying to reach those consumers more likely to pay for the promotional offers, according to Moog.
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