Acquire – Allant Group

ACQUIRE CUSTOMERS

Reduce prospect to buyer timeline
Increase # of prospects
Drive brand awareness

Identify, compile and verify the most relevant, useful, and meaningful data. Then, develop profiles to help clearly define your most valuable customers and prospects.

Expertise to Manage Your Acquisition Strategy, Execution, and Insights

Strategy

Obtaining and knowing your audience - the who, where, and what - is the starting point to every customer journey. Capturing top-of-funnel leads that can be enhanced and verified provides intel on your total addressable market. Allant's technology is data-agnostic and quickly ingests and synthesizes data for accurate decision-making. These smarter outputs are the steppingstones to identifying your target audience(s) and the key to establishing awareness for your brand.

Execution

Developing a holistic view of your audience to transform your data into smart data involves leveraging multiple sources, with consented first-party data at its core. Creating accurate, personalized experiences based on enhanced audience profiling delivers mutually beneficial interactions with customers and leads to a more robust and valuable database and stronger future customer relationships.

Insights

Implementing an effective organizational process to unify data ingestion, transformation, visualization, discovery, and fulfillment for all data sources helps marketers identify and model their most valuable customers. In addition, profiling, lookalike models, and conversion models help increase the number of top-of-funnel prospects, conversion rates, and reduce time to acquire.

Data

Acquiring new customers is the most critical initiative most brands face. You can’t expect revenue growth without it. How you make this happen is up to you, which means that all strategies will be different and yield different results. The marketer must identify and understand who their best customer is and communicate when, how, and at the frequency appropriate to the offer, the brand, and their preferences. Reaching customers-to-be can be incredibly challenging if a brand knows little about their audience. Fortunately, Allant provides tools to help build audiences more likely to hear your message and be open to engaging with your brand. No matter the industry, the first step is building recognition and trust with your market. No success is possible without these two elements. This is where the right data can help.

Profile Your Customer

Build the Right Audience

The concept is simple. Define your best customer and find more of them. This goes beyond where they live, how old they are, and how much money they earn. In fact, not looking deeper into their profile risks hitting too large of a target without landing a bullseye. Building your custom market can become complex – remember to embrace the goal of defining a market unique to your brand. Allant brings decades of experience in building an audience that is 100% customized to your industry, your business, and your campaign.

Determine the Best Channels

Determine the Best Message

Analytics

Predictive Modeling is more than just an audience targeting mechanism: it produces a set of expected results across the entire prospect universe. Understanding which prospect groupings are expected to engage ahead of time allows the model to function as an ongoing optimization tool.

Beyond simply evaluating the acquisition effort based on opt-ins, conversions, and ROI, backend results analysis and subsequent optimizations involve asking: Were the hypotheses proven or disproven? Did results align with expectations? Were there unexpected results? Every acquisition effort should produce better results than the previous. We strike gold when we discover a previously unidentified new segment and expand our marketable universe.

Profiling

Do you genuinely know your customers? Allant provides audience targeting with a profiling approach to drive real customer and business intelligence ROI by 100%. This is when compared to random targeting or even univariate selection criteria based on common ranges that describe most of a brand’s customers. For example: Descriptive profiling is knowing that 85% of your customers have household income between $75 - $175K income (and are married with children, etc). To turn the Descriptive profile into Predictive and Prescriptive actionable insight, brands need to understand the differentiating factors between their customers and the general population. They need to learn that the percentage of their customers with an income range of $125 - $200K is 3X the percentage that this income tier accounts for in their general marketing universe.

Predictive Modeling

Allant helps brands acquire customers who look just like their current customers with the highest customer lifetime value (CLTV) and who fall in the highest recency | frequency | monetary (RFM) tiers. Since a particular demographic may not always be the most responsive and communication preferences for specific engagement channels may vary from segment to segment, Allant will implement a holistic predictive modeling approach to track at a more granular level. It’s prudent to also implement a multi-pronged approach to focus on segments with lower value but higher response rates.

Customer-Clone Lookalike Models

Allant’s customer-clone lookalike modeling identifies the characteristics that differentiate a brand’s customers from the general marketable universe – or a brand’s predefined subset that is their marketable universe. Unlike selection criteria, which is exclusive by nature (e.g., must fall within a certain age range, income range, or are married or not), a predictive model all-inclusively examines how close someone resembles a brand’s ideal customer across all characteristics simultaneously. So, for example, someone who is not in the ideal range for one of the predictive variables will still score high if they resemble the brand’s customers across the other 10-15 predictive variables.

The OUTPUT is a list of the entire prospect universe ranked in order of: 'who most resembles the brand’s customers' -to- 'who looks least like their customers.’

The OUTCOME – Allant’s customer-clone lookalike modeling increases acquisition rates over selection criteria by 2-3X+. Typically, we capture 70% of the responders from targeting just 30% of the universe.

Response Models

There are always differentiating characteristics between 'those who look most like a brand’s customers' vs. 'those who look like their customers AND are most likely to respond to acquisition communications.' Allant response modeling builds on the customer-clone lookalike model to focus on recent new acquisitions to identify those nuanced characteristics that predict the likelihood of response.

The OUTPUT is a list of the entire prospect universe ranked in order of: 'who is most likely to respond ' -to- 'who is least likely to respond.’

The OUTCOME – Allant’s response modeling increases acquisition rates over customer-clone modeling by 2-3X+. Typically, we can capture 40% of the responders by targeting just 10% of the universe.

Experience Management

Allant’s Audience Engagement Console creates mutually beneficial digital experiences allowing consumers to define their own value exchange. By capturing consented first-party data, brands can learn about their customer preferences, motivation, and intent. This exchange of information allows brands to deploy adaptable, personalized experiences giving customers what they want when they want it.

Capture relevant data from your audience through experiences that convert leads into customers, increase the value of a sale, and decrease the time to purchase.

Zero-Party Data

Capturing consented data directly from a brand’s audience removes the guesswork from second and third-party data sources. How a brand collects data must be clear and offer audiences something in exchange. With the current privacy legislation and phasing out of third-party cookies, Allant helps brands strategize and plan to keep their funnel full.

Benefits of Zero-Party Data:

Consumer centricity
Eliminates assumptions
Increases engagement
Fosters loyalty
Improves decision making
Humanizes a brand
Enhances Customer Lifetime Value

Consent

Gaining consent to capture personal data from your audience while ensuring privacy and transparency controls are upheld opens opportunities for further communication. This communication becomes the gateway to purchases and creating LTV.

Consented data capture experiences include:

Email opt-in
SMS opt-in
Mobile app download
Account registration
Account login
GDPR compliance
CCPA compliance
Communication preferences
Cookie acceptance
Terms & conditions acceptance
Privacy options management

MarTech

Allant MarTech implementation and integration experts have the skills, experience, and understanding to help your marketing ecosystem thrive. We will design a tailored roadmap to integrate your current platforms with future implementations from one of our best-in-class technology solutions.

Allant’s MarTech Team is focused on the ingestion, harmonization, audience segmentation, and activation of your first-party data from the bottom up.

MarTech Assessments

Assessing your tech stack is typically the first step in a digital transformation initiative, often driven by marketing, but inclusive of IT. The MarTech landscape has grown exponentially in the last ten years and Allant resources are immersed in the space. As such, we have a unique point of view and understanding of where marketing and technology intersect. We assist clients in navigating this specialized space with confidence and years of experience. This assessment provides a roadmap laying the foundation for future customer and data acquisition strategies, orchestration, and activation so that everything can be built on a solid foundation.

Database Design, Architecture, Management, and Hosting

Organizations need a foundational data layer as part of their data and customer acquisition strategy. Allant has the experience to understand and implement database structures and architectures that serve the needs of marketers and get to market fast. Throughout our 20+ years of experience, we have watched the world of “big data” evolved into “Smart Data”. RelationalDB's, DocumentDB's, GraphDB's, Database Modeling, First-Party Data Capture, Marketing Contact and Response History Tracking, and/or Reporting design is approached with a holistic view specific to the needs of the marketer.

Marketing Automation

How do you reach more customers with less resources? Marketing automation is the key! Running lights out campaigns, automated ETL, trigger campaigns, and /or nurture campaigns is at the core of Allant’s execution level implementation capabilities. Our in-house experts are on top of ever-changing technology and firmly rooted in strategic marketing know-how. We partner with multiple campaign automation platform providers and bring a customer-centric approach to how we address a brand’s specific needs with the selection, implementation, and execution within those platforms.

Customer Journey Development

With so many channels to manage, how do brands make sure they reach their customers on the right channel, at the right time, with the right message? DM, Email, SMS, Mobile Push, and Web all require personalized content to drive conversions. Allant’s Audience Management Console creates digital experiences that earn consented data by design, while providing a fair value exchange to customers in a way that creates previously unachievable levels of engagement, consumer insight, repeat interactions, and data quality. Download (PDF) for a more detailed look at the Audience Engagement Console

Contact us today to learn more about how we can help you with your customer acquisition goals!

We Are Allant

Allant sets the standard in audience intelligence and activation with the ultimate Audience Management Platform. AMP+ is more than technology; it’s a breakthrough in empowering marketers to discover, visualize, understand, and activate their entire addressable audience.

Reduce prospect to buyer timeline

Increase # of prospects

Drive brand awareness