Background
• The 9th largest cable operator in the United States; over 1 million
subscribers in southeast and midwest US; offers cable
TV, high speed internet, and phone service
• Needed to effectively measure direct marketing results on a daily
basis – unique call volume, response rate, cost per volume
• Needed a one day (Monday) USPS in-home requirement to
maximize call volume and results across 25 markets every week |
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Solution
• Customized PLANET™ code reporting to monitor USPS in-home
performance by market
• Schedule on-going USPS performance review meetings to hold
tight mail delivery standards
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• Overlay response data with in-home dates to identify trends
• Monitor USPS performance each weekend and proactively identify problem areas. |
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Results
• Tribune Direct consistently meets the customers in-home requirements to maximize response |
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in-home management
