Power your Marketing.

2021 Will Bring Enhanced Services to Our Data Analytics Solutions

Wes Sparling

For more than 16 years, IWCO Direct has offered data analytics solutions, including robust modeling and analytics that improve Return on Marketing Investment (ROMI) for our clients. In early 2021, we will be expanding our offering with additional statistical and analytics resources by adding four team members.

Today I wanted to provide just a few quick highlights of the types of data analytics solutions IWCO Direct provides for our clients.

Predictive Targeting

We continue to provide response and conversion modeling, as well as modeling to Net Present Value (NPV). Core to our service offering is the ability to help clients find the most responsive, likely to convert, and high value prospects to focus their budgets on. Why is the IWCO Direct predictive modeling solution one of the most advanced analytics solution in the marketplace? Model process, attributes, and experience. IWCO Direct uses well over 20,000 attributes to enhance customer input data to help isolate the attributes most likely to predict response. A combination of regressions, decision trees, artificial intelligence (AI), and a meta-model approach help reduce the waste associated with less robust targeting methods. The appropriate input of behavioral data can also improve the performance of your targeting.

Universe Sizing and Analytic Driven Creative Testing

Once an ideal prospect universe has been selected, it’s time to plan your test and learn approach. At IWCO Direct, we synchronize our model strategy and our test and learn strategy to ensure your targeting and creative are improving together.


Analytics help develop data-driven segmentation insights pulled from actual data rather than conjecture. While segmentation systems are not as effective as a targeting methodology, they are excellent for bucketing similar targets and defining characteristics about them. These insights can help deliver more relevant creative that drives more leads and better conversion rates.

Attribution-Based Decisions

Robust matching and database solutions provide attribution schemes that help you appropriately weight your media mix and contact strategy for maximum ROMI. Beyond mix models, Customer Data Platforms (CDPs) work to give you dashboard insights into the effectiveness of your campaigns.

Total Data Analytics Solution

If your organization is looking for a sophisticated approach to direct marketing analytics, we can help. No matter what your analytics needs are, IWCO Direct is more equipped than ever before to provide you with an ongoing solution that will improve the performance of every marketing dollar you spend. Contact me to get started.

link https://www.iwco.com/blog/2020/10/30/enhanced-data-analytics-solutions/
Wes Sparling


Wes Sparling

Wes is a former agency owner with 25 years of direct marketing experience. As SVP, Marketing Strategy & Data Analytics, he delivers multichannel marketing strategies and solutions that drive business growth and generate top-line revenue for distinguished brands in industries including telecommunications, financial services, and healthcare. He is a father who also loves stream fishing for trout, rooting for the World Series champion Los Angeles Dodgers, and his three dogs.

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