Deregulated Mail

Posted on by Chief Marketer Staff

LOMBARD, IL – Metromail Corp. has partnered with PNR Associates, Inc., to deliver household-level marketing data to service providers in newly deregulated industries such as telecommunications, cable TV, and electric utilities.

Using models developed by PNR from its ReQuest national survey of consumer behavior and attitudes, Metromail will assign estimates called HomeScores to each of 103 million U.S. households in its proprietary national consumer database. Each HomeScore provides insight into consumer telecommunications and utility behaviors such as utilities usage, multiple phone lines, online and wireless services, competition and service alternatives, electric energy consumption, and intent to switch vendors.

Marketers can either acquire lists of consumers with HomeScores for prospecting efforts or overlay the data to existing customer files to gain a deeper understanding of attitudes and behaviors.

“In a highly competitive, deregulated environment, marketers must understand household level consumer consumption behavior in order to develop more effective marketing programs,” says Metromail sales vp Joe Dikdan. “HomeScores . . . eliminates guesswork by pinpointing consumers most likely to respond to their specific promotions . . . the marketer is ensured a higher level of results.”

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