MicroModeling is a Game Changer
When the quality of leads matters, it’s time to supercharge your data list. And the first step in that process is to develop a deeper understanding of your best residents or customers. When you know who they are, what they value, and why they chose your brand, you can use that information and insight to find the right audience. And the right audience is the one most likely to convert. A custom MicroModeling Report delivers the information you need to reach the right audience.
Better Data = Better Results
In order to build your custom MicroModeling Report, we begin with your current residents and your CRM. Our analysts crunch more than 1,000 data points in 13 steps to process the data before we can compile your report. We compare thousands of attributes to your customer data. But that’s only the beginning.
We start with three separate databases to clean, format and standardize the data. Then we dig deep into a market review to understand your local market and location. With that knowledge, we define your market footprint down to the neighborhood level. In parallel, we’re also combing through the National Consumer File Database to build a custom target profile of your ideal audience. Taken together, this analysis gives us the ability to create a core sample that we use to determine average and median values and random samples of non-target data in order to develop indexes.
Households not ZIP™ Codes
Our analysts return to the National Consumer File to review thousands of variables which help us build a more complete profile of your target audience. We’ll call out the most important variables in your written report so you can use them to refine your messaging. We’ll also compare the target audience to the general population in the random sample for each variable. At this stage, we determine a refined marketing footprint before we move on to scoring.
Our proprietary scoring process is applied to each entry to determine how much each household looks like your ideal target audience. We score at the individual level and at the macro level in order to determine the point at which 90% of the defined target is captured. But your MicroModeling Report is not done yet.
Beach vs Mountains
Our analysts return to the National Consumer File again to assess how its 470 lifestyle and behavioral variables match the level of interest for your target group. This level of interest is then compared to the general population. This work means we can spell out the top 25 positive and the 25 negative interests of your ideal target. This provides priceless insight, which can help you plan events that cater to their interests.
The final step is the recalibration for each household based on all the data gleaned from our analysis. The audience is then sorted into 10 groups or deciles. The top three deciles are those most likely to convert when they see the right messaging based on their needs and interests. This target audience has a much smaller footprint than your current audience. But that’s because we’ve eliminated all the households that are most likely not a match for your community.
Successful marketing is equal parts art and science. A customized, 50-page MicroModeling Report provides a measurable, scientific approach to your campaign. Instead of wasting time, effort and dollars on campaigns for the masses, isn’t it time you reap the benefits of speaking to the right audience? We’ve prepared this handy PDF MicroModeling Guide for you to download and share with your team.