clario Analytics

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Clario Analytics partnered with a leading provider of permission-based email marketing solutions, strategy and services. In order to enhance their client services, the provider wanted the ability to provide an “engagement” score to their clients, in order to gauge the quality of lists, segments of lists, or individual recipients on lists. Clario Analytics, working with data from several clients, built a predictive model to classify email recipients in terms of likelihood to engage in email activities such as opens or clicks.

Now let’s apply the Cannibalization Matrix to our customer example. Assume our customer is receiving offer A. The chart below shows the adjusted sales per mailing estimates given the customer receives offer A. The revised performance is computed from taking the first row of the matrix and applying those entries to the forecasts. For example, the customer that was expected to generate $2.00 if mailed offer B would now be expected to generate $1.64 (18% less than $2). Offer A impacted the revenue estimate of offer B.

Clario Analytics respects the privacy of every individual who visits our Website. We do not rent, sell, or give any of the information collected from this site with an unaffiliated company. Clario does not collect individual information about you such as your name, address, telephone number, or email address unless you provide it to us voluntarily. In the case of our newsletter subscription program, we offer you the opportunity to opt-out to these communications in every email.

“We have grown our sales by double digits every year using Clario,” concludes Bather. “During that time we invested in other marketing channels, increased our prospecting and expanded our product offering.

Northern Tool + Equipment (Northern Tool) is a family-owned enterprise founded in 1981. Through its catalogs, website, and 75 retail stores, the company sells a wide variety of both power and hand tools and accessories. Northern Tool markets to multiple customer types (business-to-business, business-to-consumer, and club members). They use many types of print media ranging from their master reference catalog to smaller catalogs, direct mail flyers, and more. Across all of its sales channels, Northern Tool has more than one million customers.

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