1. DMix impact survey
in Insurance sector

2. KEY MESSAGES
 The results presented in this document were obtained during a pilot in the
insurance sector (for company A); pilot was run in two phases: first phase
without ATL campaign, second with ATL campaign (TV, radio, press,
internet)
 The results of the market research show that DM is a well suited medium to
support calls, as well as to build brand image.
– DM increases the acceptance of calls, from 51 to 58%. This leads to a
positive ROI for DM + call vs. call alone.
– Moreover, due to fast decrease over time of the DM recall rate, calls
should closely follow reception of DM.
– DM helps to build brand image (10% increase in number of people
agreeing with brand statement due to DM)
– DM has a better recall rate than ATL media
Source: Team analysis
1

3. PILOT SETUP PHASE 1 – NO ATL
Number of market
x
research interviews
Group 1
Group 1 Group 5
Group 5
National DM referring to
National DM referring to Reference group (exposure
Reference group (exposure
branch
branch to no media)
to no media)
351 150
Group 2
Group 2 Group 4
Group 4
National DM (with regional
National DM (with regional Call
Call
customization) referring to
customization) referring to
branch + call
branch + call
350 316
Source: Team analysis
Total of 1167 interviews
2

4. PILOT SETUP PHASE 2 – ATL
Number of market
x
research interviews
Group 1
Group 1 Group 5
Group 5
National DM referring to
National DM referring to Reference group (ATL only)
Reference group (ATL only)
branch
branch
353 151
Group 2
Group 2 Group 4
Group 4
National DM (with regional
National DM (with regional Call
Call
customization) referring to
customization) referring to
branch + call
branch + call
349 328
Group 3
Group 3
National DM referring to
National DM referring to
website
website
352
Source: Team analysis
Total of 1533 interviews
3

5. KEY MESSAGES
 The results presented in this document were obtained during a pilot in the
insurance sector (for company A); pilot was run in two phases: first phase
without ATL campaign, second with ATL campaign (TV, radio, press,
internet)
 The results of the market research show that DM is a well suited medium to
support calls, as well as to build brand image.
– DM increases the acceptance of calls, from 51 to 58%. This leads to a
positive ROI for DM + call vs. call alone.
– Moreover, due to fast decrease over time of the DM recall rate, calls
should closely follow reception of DM.
– DM helps to build brand image (10% increase in number of people
agreeing with brand statement due to DM)
– DM has a better recall rate than ATL media
Source: Team analysis
4

6. CORRELATION BETWEEN SUCCESSFUL CALLS AND
PROGRESSION OF CUSTOMERS ALONG PRODUCT FUNNEL
DISGUISED CLIENT EXAMPLE
Percentage of respondents
Product funnel – insurance products of company A*
Intention to contact
Awareness Consideration to buy company A for (x) Total sample
information size
 "Do you know  "Would you consider  "Did you contact
company A as company A today to company A regarding
insurance company?" subscribe your your insurance or do
insurance?" you plan to do so?"
Increasing the
Received call but acceptance rate of
did not accept (142*) 95 10
10 10 14
14 1 calls increases
conversation
 Consideration to
X3 X 13 buy insurance
products
Received call and  Intention to contact
accepted (172*) 95 31
31 30 43
43 13 company A for more
conversation information
* Only respondents recalling call
Source: Market research on 2700 customers (1167 without ATL, 1533 with ATL); Team analysis
5

7. IMPACT OF DM ON CALL ACCEPTANCE
DISGUISED CLIENT EXAMPLE
Percentage of respondents
Call funnel*
(x) Total sample
Received call Accepted call size
 "Do you remember
receiving a call from
company A during
last two weeks? Did
you take the call?"
Without DM (144*) 100 51
51 51
+ 14%
accepted DM strongly increases
calls the acceptance of
calls, helping to drive
With DM (170*) 100 58
58 58 customers along the
product funnel
* Only respondents recalling call
Source: Market research on 2700 customers (1167 without ATL, 1533 with ATL) ; Team analysis
6

8. DM AS SUPPORT TO CALLS HAS A POSITIVE ROI COMPARED TO
CALL ALONE
Incremental margin*/costs induced by DM; index
Short tem impact –
advertised product 146
Short tem impact – 91
cross-selling
 DM as support to calls has a
122 positive ROI of 259%, taking into
Long term impact
account short term impact of
advertised product, short term
Total incremental impact of cross-selling and long
359 term impact
margin
 Only considering short term impact
DM costs 100 of advertised product gives a
positive ROI of 46%
Total campaign
259
return
ROI (Call + DM vs. 259%
call alone)
* Based on 10 year NPV
Source: Market research on 2700 customers (1167 without ATL, 1533 with ATL) ; Team analysis
7

9. KEY MESSAGES
 The results presented in this document were obtained during a pilot in the
insurance sector (for company A); pilot was run in two phases: first phase
without ATL campaign, second with ATL campaign (TV, radio, press,
internet)
 The results of the market research show that DM is a well suited medium to
support calls, as well as to build brand image.
– DM increases the acceptance of calls, from 51 to 58%. This leads to a
positive ROI for DM + call vs. call alone.
– Moreover, due to fast decrease over time of the DM recall rate, calls
should closely follow reception of DM.
– DM helps to build brand image (10% increase in number of people
agreeing with brand statement due to DM)
– DM has a better recall rate than ATL media
Source: Team analysis
8

10. DM RECALL RATE STRONGLY DECREASES AFTER ONLY
A FEW DAYS DISGUISED CLIENT EXAMPLE
Percentage of respondents; Customers receiving mailing
DM recall rate (y) Total number of customers having
received DM and interviewed
Aspirational
target
60%  Due to fast drop of
53% DM recall, follow up
(15) calls should
optimally be given
38% within a few days
(106) after reception of
30% 29% DM
(150) (92)  Level of recall after 2
20% weeks is still
17%
DM (134) comparable to
(105)
received typical TV recall rate
(15-20%)
Day 1 Days Days Days Days Days Days
5-6 7-8 8-10 11-12 13-14 15-16
Source: Market research on 1533 customers; Team analysis
9

11. KEY MESSAGES
 The results presented in this document were obtained during a pilot in the
insurance sector (for company A); pilot was run in two phases: first phase
without ATL campaign, second with ATL campaign (TV, radio, press,
internet)
 The results of the market research show that DM is a well suited medium to
support calls, as well as to build brand image.
– DM increases the acceptance of calls, from 51 to 58%. This leads to a
positive ROI for DM + call vs. call alone.
– Moreover, due to fast decrease over time of the DM recall rate, calls
should closely follow reception of DM.
– DM helps to build brand image (10% increase in number of people
agreeing with brand statement due to DM)
– DM has a better recall rate than ATL media
Source: Team analysis
10

12. INITIAL POSITION OF COMPANY A vs. COMPETITORS ON
VARIOUS DIMENSIONS DISGUISED CLIENT EXAMPLE
'To which extend do you agree with the following statements concerning the
following insurance companies?' Dimensions with biggest gap
Rating on a scale 1 to 5*; % Completely or somewhat agree (% of 4 or 5) compared to competitors
Professional
service Company A
Company B
Easy to contact 60 Good Company C
reputation Company D
40
Company A rating from
Products Original customers receiving
customized to my 20
advertisement neither DM nor call
needs
0
Flexible payment Wide range of
options insurance products
Excellent value for High compensation Products easy to
money level understand
* 1: I completely disagree, 2: I somewhat disagree, 3: I neither agree nor disagree, 4: I somewhat agree, 5: I completely agree
Source: Market research on 1167 customers; Team analysis
11

13. IMPACT OF DM ON PERCEPTION OF COMPANY A ON
VARIOUS DIMENSIONS DISGUISED CLIENT EXAMPLE
'To which extend do you agree with the following statements concerning company
A?'
Rating on a scale 1 to 5*; % Completely or somewhat agree (% of 4 or 5)
Professional
Easy to contact service DM**
No media
60 Good
reputation
40
Products Original
customized to my 20
advertisement
needs
0
Flexible payment Wide range of
options insurance products
Customers interviewed
Products easy to within 10 days after DM
Excellent value for High compensation reception
level understand
money
* 1: I completely disagree, 2: I somewhat disagree, 3: I neither agree nor disagree, 4: I somewhat agree, 5: I completely agree
** Based on respondents in Group 1 recalling DM
Source: Market research on 1167 customers; Team analysis
12

14. POSITION OF COMPANY A vs. TOP COMPETITOR AFTER DM
DISGUISED CLIENT EXAMPLE
'To which extend do you agree with the following statements concerning the
following insurance companies?'
Rating on a scale 1 to 5*; % Completely or somewhat agree (% of 4 or 5)
Company A with DM**
Professional Leading competitor
Easy to service
contact
60 Good
reputation
40
Products Original
customized to my 20
advertisement
needs
0
Flexible payment Wide range of
options insurance products
Customers interviewed
Products easy to within 10 days after DM
Excellent value for High compensation reception
level understand
money
* 1: I completely disagree, 2: I somewhat disagree, 3: I neither agree nor disagree, 4: I somewhat agree, 5: I completely agree
** Based on respondents in Group 1 recalling DM
Source: Market research on 1167 customers; Team analysis
13

15. KEY MESSAGES
 The results presented in this document were obtained during a pilot in the
insurance sector (for company A); pilot was run in two phases: first phase
without ATL campaign, second with ATL campaign (TV, radio, press,
internet)
 The results of the market research show that DM is a well suited medium to
support calls, as well as to build brand image.
– DM increases the acceptance of calls, from 51 to 58%. This leads to a
positive ROI for DM + call vs. call alone.
– Moreover, due to fast decrease over time of the DM recall rate, calls
should closely follow reception of DM.
– DM helps to build brand image (10% increase in number of people
agreeing with brand statement due to DM)
– DM has a better recall rate than ATL media
Source: Team analysis
14

16. DM HAS A MUCH BETTER RECALL RATE THAN ATL MEDIA
DISGUISED CLIENT EXAMPLE
Percentage of respondents
 "Do you remember having seen or heard over the past month
an ad concerning company A insurance products? Where?" (x) Total sample
 "Do you remember having received over the past 2 weeks a size
letter concerning company A insurance products?“
 “The letter / ad showed …. Do you remember it now?“ Unaided recall
(no content description)
Aided recall (content
Media recall rate
description)
(1054*) DM 13 14 27
Average recall rate over the
20 days of market research;
(836**) TV 7 6 13 32% recall rate in the first 10
days following DM reception
(1533) Poster 5
(1533) Press 4
Aided recall not
tested for these
(1533) Radio 1 media
(1533) Internet 0
* Customers having received DM (groups 2, 3, and 4)
** Customers interviewed after beginning of TV campaign
Source: Market research on 1533 customers; Team analysis
15

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More survey results ?
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