Learn how to increase direct mail response rates using targeted digital display advertising.

1. How to increase direct mail response
rates using targeted digital display
advertising.
Smart Zones
Actionable Marketing Intelligence
Smart Zones
Brought to you by DMN3

2. Who the heck are Pam and Marty?
Pam Lockard – DMN3
 CEO & Founder
 25+ years of Boomer and Senior lead generation experience
 6 years of Medicare Marketing
 Mailed over 100 million direct mail packages in the last 10 years
 One of only 360 U.S. certified direct marketers (PDM)
Marty Agius
 Enhanced Data Solutions Expert
 30 year veteran of integrated direct marketing
 Helped launch the patented Smart Zone technology in 2012
 Agency purchased by Semcasting in 2014
 Expert in how to enhance direct mail with online campaigns

3. 3
Smart Zones
Marketing challenges
Medicare marketers are faced with increasing competition and are
challenged to improve cpl, cpa/enrollments.
Traditional channels, as well as pay-per-click (ppc), are heavily used
during AEP by competitors.
Medicare aggregators often get top SEO listings.
Most online display advertising is cookie based and gets blocked at the
browser level.
It’s challenging to integrate direct mail and online.

4. 4
Smart Zones
Benefits
Gives you a way to reach your direct mail targets when they’re online –
without having to compete with other Medicare marketers.
Helps you drive Medicare prospects to your site to start their buying
journey.
Provides great reach and frequency at a low cpm.
This is the only online marketing process to receive a U.S. patent.

5. 5
Proven Smart Zone Results
Over 3,000 online campaigns averaged
128% lift
over traditional online display

6. 6
Proven Smart Zone Results
Last AEP, one Medicare Advantage plan
saw a 3-fold, year-over-year, increase in
online enrollments using Smart Zones

7. 100% Reach
Reach over 250 million-plus
individuals.
Data Rich
Define audiences with over 750
consumer variables.
Device Independent
100% reach to all Internet-enabled
devices (i.e., desktops, laptops,
tablets, smart phones).
Cookie-Free Privacy
No tracking, no use of cookies
and no inferred audience
segmentation.
Smart Zones
What is Smart Zones?
Smart Zones is the only audience targeting platform linking B2C customer CRM files,
mailing lists or IP website traffic to ISP delivery points at the neighborhood level.
Value Proposition:

8. 8
DataAudience
Building
Media ZonesProfiling &
Modeling
Smart Zones
Smart Zones

9. U.S. & Canadian Coverage:
250 Million-Plus Individuals
131 Million-Plus Households
1.8 Billion-Plus IP Addresses
Every U.S. household:
Postal
Email
Phone
Smart Zones
100% Reach

10. Smart Zones
Smart Zones reaches audiences across all offline and online marketing channels.
100% Reach

11. Site Visitor Attribution (SVA) & Profiling
Provides an on-demand detailed snapshot of site visitors and what they look like.
• Every site visit can be tied to a specific location, device type and demographic profile
• Captures and matches IP information to offline demographic data through a patented
process that protects the privacy of the household
• Determines:
– The source of a visit at the device level
– The source of the search (search request, an online page, email link, and even direct mail, television or
radio)
Smart Zones
Site Visitor Attribution (SVA)

12. It also answers the growing question; “Is my advertising working as it should?”
• Optimize campaigns based on strong (or weak) site traffic
• Retarget site visitors
• Generate data appends for analytics
• Track response from online and traditional media campaigns
• Tie attribution metrics from all impressions served to the responders who engage
with the site
Smart Zones
Site Visitor Attribution (SVA)

13. All data is derived from publicly available information, and
adheres to the highest privacy standards and to all FTC
recommendations―both online and offline.
Data Sources Include:
IRS
Voter Registration
Home Transactions
Dept. of Commerce
Federal Reserve Data
Voter Contributions Data
Bureau of Economic Analysis
National Phone Directory Data
Dept. of House and Urban Development
Housing Management Development Assoc.
Data Rich Sources
Smart Zones

14. Define your B2C audiences with over 750 data variables.
Age
Gender
Ethnicity
Life Stage
Education
Vehicle Type
Dwelling Type
Purchases & Interests
Income
IRA/401k
Net Worth
Home Value
Political Party
Household Income
Discretionary Income
Charitable Contributions
B2C Variables Include:
B2C Data Variables
Smart Zones

15. Automated Predictive Modeling
Smart Zones’ genetic algorithms platform
automates the creation of custom targeting
models. More variables = more accuracy.
We identify what is unique about customers
compared to the balance of the local population
based on multivariate data.
Audience Building
Smart Zones

16. Smart Zones
Reach more customers with accuracy and
privacy on any Internet-enabled device.
No Tracking
No Use of Cookies
No Inferred Audience Segmentation
Cookie-Free Privacy
Over 50% of Browsers
Block Cookies

17. Smart Zones
100% reach to all Internet-enabled
devices.
Desktops
Laptops
Tablets
Smart Phones
Device Independent

18. Smart Zones goes much
further than just identifying
people on the internet at a
Zip 5 postal code.
Zip 5 postal code
Smart Zones
How Does it Work?

19. Smart Zones is also very
different from traditional
Zip 9 postal code targeting.
Zip 5 postal code
Zip 9 postal code
Smart Zones
How Does it Work?

20. Smart Zones are defined by
the delivery points of ISP
providers.
An IP address range will
serve individual homes and
clusters of homes. Typically,
a postal zip code has over
800 zones, with each zone
averaging 1 to 8
households.
Millennials
Dual Income no Kids
IP Range
Smart Zones
How Does it Work?
Age 65+

21. Step 1:
Simply upload your customer lists as postal
lists, IP addresses from log files, zip codes or
congressional districts into our cloud-based
Smart Zones’ Platform.
Smart Zones
What Is the Process?

22. Step 2:
Match each individual record with Smart
Zones’ offline data. Over 750 demographic
attributes are appended to each consumer
record.
Smart Zones
What Is the Process?

23. Step 3:
Create a personalized snapshot of your
consumer audience that is in the targeted
campaign trade area.
Smart Zones
What Is the Process?

24. Step 4:
Create a target audience of exact matches or
select Auto-Model to find look-alike
prospects. Then map that audience to the
Media Zones or sites that best align to that
audience for "pre-optimization" of your
campaign.
Smart Zones
What Is the Process?

25. Step 5:
Match your target audience to the exact
websites and media outlets that are most
likely visited by your prospects
Devices
Ad Sizes
Impressions
Time of Day
Day of Week
Media Categories
Preferred Websites
Click-Through Rate (CTR)
Real-Time Bid (RTB) Price
Cost Per Thousand Impressions (CPM)
Media Zones
Smart Zones
What Is the Process?

26. Step 6:
Load your audience into one of our
partner Demand-Side Platforms (DSPs)
or Trading Desk Platforms.
Also, post the site whitelist and/or
blacklist from the Media Zones
analysis and your campaign is ready to
be launched.
Smart Zones
What Is the Process?

27. Smart Zones
Wrap Up Reporting Example
Overall Performance:
The campaign delivered the assigned budget with a 0.08% CTR.
2,349 users were driven to the campaigns landing page.
Ad size 300x250 – Rotating had the best performing CTR of 0.09%.
Performance between V1 & V2 creatives was virtually the same.
Friday was the best performing day of week with a 0.08% CTR.
Top performing categories included: Special & Restricted Diets, Weather &
Science.

28. Ad Size Performance
Category CTR
Special & Restricted Diets 0.19%
Weather 0.19%
Science 0.18%
Beauty & Fitness 0.12%
Family & Relationships 0.12%
Health Conditions 0.10%
Arts & Entertainment 0.08%
Real Estate 0.08%
Hobbies & Leisure 0.07%
Travel 0.07%
Top 10 Performing Categories
Day of Week Performance by CTR
Unit Size Impressions Clicks CTR
160x600 Rotating 519,947 382 0.07%
160X600 V1 259,822 203 0.08%
160X600 V2 260,125 179 0.07%
300X250 Rotating 1,569,617 1,400 0.09%
300X250 V1 784,999 689 0.09%
300X250 V2 784,618 711 0.09%
728X90 Rotating 985,963 567 0.06%
728X90 V1 493,713 284 0.06%
728X90 V2 492,250 283 0.06%
Totals 3,075,527 2,349 0.08%

29. 128% average lift over cookie-
based campaigns. (Averages
based on over 3,000 campaigns)
Smart Zones
Performance

30. Leaders in all industries see success with Smart Zones.
Smart Zones
Campaigns Tested

31. Customized Profiling
Personalized consumer reporting based on
postal or IP addresses
Data Appends
Append over 750 Data variables to 250
million-plus individuals
On-Boarding
One-Step audience on-boarding with 100%
reach
Smart Zones is the only cloud-based, self-serve platform offering complete CRM
profiling, enhancement, audience building, and offline to online onboarding in a
single platform.
Audience Building
Select, build and deploy Smart Zone
audiences
Data Management Toolset
Advanced online & offline data hygiene
tools for your CRM, hosted on our secure
cloud-based platform
Media Zones
Match audiences to the exact websites and
media outlets they are most likely to
frequent.
Smart Zones
Recap

32. Pam Lockard
Pam.Lockard@dmn3.com
713-581-1787 ext 244
Thank You!
Let DMN3 help you put Smart Zones to work!
Contact Pam Lockard to get your free no
obligation Smart Zones market proposal.