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| The only product of its type in the market today with a proven track record of success. |
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| Sightsmith® is a powerful analysis which fuses existing data into an actionable roadmap. The result is a two year strategy that uses a ROI model as the basis for the go forward strategy. It is the forging of data and analysis—a necessary and critical activity that many clients do not have the time or wherewithal to do, but absolutely need to perform.
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| Years of valuable institutional knowledge are output into a historic record with a straightforward strategy that will enable companies to get back on track. The resultant documentation, an actionable report card we call Sightsmith®, identifies multiple opportunities to grow both circulation and revenue.
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| This product unites all team members with cooperative knowledge and the articulation of data, which can be leveraged for circulation growth and a lift in revenue. |
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| The audit may include: |
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 | Source and segment circulation history, indexed by contribution/performance |
| Sizing prospect universe by category/source |
| Category penetration by source |
| Core list identification |
| Creation of a multi-user continuation matrix |
| Evaluation of housefile segmentation and reactivation strategies |
| Evaluation of testing strategies |
| Evaluation of promotions, by source |
| Lifetime value/payback by original source, including promotions |
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| We calculate the lifetime value by source. In this manner, we can measure actual contribution by customers by source, over the lifetime of their relationship with the company.
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| An important part of auditing the circulation process is to examine all front-end and back-end analyses, procedures and practices to ensure coherent and standardized business rules and govern consistencies from mailing to mailing, facilitating performance measurement and assessment, as well as maintaining a historical record. |
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| We also audit the results of online marketing activities, such as housefile email campaigns, email list rentals, paid and organic search, affiliate marketing, etc. Additionally, we review client multis and hotline management, as well as tests. We then make recommendations for future strategies based on client circulation and revenue growth goals. |
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| Our Sightsmith® Comprehensive Multichannel Audit involves three stages: |
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| Step One - Defining the Universe |
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| 1. | Sizing the prospect universe by category and source* |
| 2. | Category penetration by source* |
| 3. | Core list identification |
| 4. | Creation of multi-user continuation matrix |
| 5. | Contribution analysis by source* |
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| *Source is the original source of the names, i.e. paid search, retail, space advertising, rental and house key codes, etc. |
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| Step Two - Lifetime value/payback by original source |
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| Step Three - Analysis |
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| 1. | Evaluation of housefile segmentation and reactivation strategies |
| 2. | Evaluation of testing strategies |
| 3. | Return on investment analysis for catalog expenditures |
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| The audit will focus on assessing current practices while identifying opportunities to grow both circulation and revenue, and at the same time, control costs. |
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