Data & Analytics

Semcasting provides data that delivers multi-channel contact information for individuals in the United States. Semcasting's database was created with 100% FCRA compliant and non-regulated data. The data sources include publicly available property data, census data, federal government survey data and Federal Reserve reporting. The database includes large samples of households nationwide with known incomes, assets, discretionary spending and automobile ownership, along with local tax rates and cost-of-living figures.

Semcasting's variables are part of what makes the Semcasting modeling process so powerful for direct marketing campaigns. Our variables set us apart from our competitors and are influential in creating the strongest predictive models and targeted lists for our client's campaigns – no matter the industry or issue they are facing.

For more information on these data variables or to learn more about other variables in Semcasting's data universe, please go to the Resources page where you can download PDFs about the individual variables.

Democratizing the Modeling Process - Making Analytics Available to All

Predictive models have been used for customer acquisition, cross selling and collections programs for years. It is widely accepted that lists built from predictive models outperform lists based on selection criteria by double digit percentages. However, the development of a model typically involves expensive tools, data and high levels of statistical expertise. Semcasting Modeler changes all that by automating the predictive modeling process and turning what is often weeks of development into an hour of compute time.

Semcasting Modeler employs machine learning and automation to enhance the speed and efficiency of predictive modeling. Based on patented genetic algorithms, Semcasting Modeler software allows models to be created using hundreds of data variables rather than just a few. Data predictors are the product of a process where thousands of models are built simultaneously to determine which of the variables, and combination of variables, will offer the strongest contribution to the final model. Since the software uses a much broader set of data during the model building process, there is a greater likelihood that subtle predictors will be found. The process takes hours rather than days or weeks to complete, often producing models that measurably outperform traditional regression-based approaches.

Modeler Process: How it Works

Loading the current customer data set into the Modeler software, initiates a process where the data is cleaned and sampled automatically, eliminating any manual data preparation. Next, a dependent variable is selected and the model building process begins. The Modeler software creates and tests 250 individual models simultaneously, graduating the "most fit" to the next generations of models. This process continues for thousands of generations and for millions of candidate models until the best combination of variable and predictive power emerges.

Semcasting Modeler is not a black box. Analysts have complete access to the application toolset where they can take advantage of the automated variable selection capabilities and generation building process while also directing how the final model is composed. If different parameters are preferred or more input is required, it is all part of a learning process for the model as it continuously learns and adapts. The final product of the modeling process is a scoring formula which is accessible as SAS, SPSS or XML code. Modeler is also capable of scoring a file at high speed directly through the application.

Market Database

A Turnkey Market Database Solution

The Marketing Database Solution includes unlimited access to data hygiene services, enhancement data, and analytical services at a subscription price. Semcasting's Marketing Database Solution can help to maintain CRM or customer lists while ensuring that the addresses and contact information on the customer file is up-to-date and correct using NCOA and CASS Certification services. Custom and prospect files are enhanced with the Semcasting data, and rapid Profile and Model reporting is included as part of the solution. Semcasting's Marketing Database solution has proven popular with regional and national retail organizations, political candidates, home improvement and pharmaceutical stores.

List Services

The prospect mailing list is the single most important component of a successful direct mail campaign. If you mail to the wrong address or to the wrong prospect the result for either good or bad creative is typically the same. Ensuring that the customer file is up-to-date and has the correct contact information for prospects is just as important to the return on investment of a marketing campaign. Semcasting provides the following services to ensure that consumer lists are kept up-to-date:

NCOA: The NCOA product ensures that change-of-address information is available to mailer. This can help reduce undeliverable mail pieces before the mail campaign enters the mail stream.

CASS: The CASS system can help to improve the accuracy of carrier routes, five-digit ZIP, ZIP + 4, and delivery point codes that appear on mail pieces. This can help to improve the quality of address-matching in customer lists.

Contact us today for more information on how Semcasting can help manage your data and help with your next direct marketing campaign.