Even the best data models go stale sometimes, and more often than not, you’re using the same key data points as everyone else. The challenge becomes how do you breathe new life into your models and reveal hidden insights? If you’re struggling to increase your model performance or would simply like to score every record in your data set, see how Super Variables™ can help you unlock smarter marketing.
What Are Super Variables™?
Super Variables™ are more than just data points. They are predictive variables created by combining multiple signals into a single, predictive metric. Unlike traditional targeting which might rely on a few base demographics or behavioral indicators, Super Variables™ leverage spatial data and address-level scoring to provide a comprehensive view of your audience.
They are designed to keep your models fresh, accurate, and powerful. With over 4,600 proprietary spatial variables, Super Variables™ go beyond standard demographics to reveal purchasing potential, likelihood of response, and customer value.
Signs You Need Super Variables™
1. When Your Models Show Too Much Variability
If your models feel unpredictable and inconsistent, Super Variables™ can help bring clarity. They tighten performance and transform your data into models that are optimized, organized, and highly predictive.
2. When All Your Model Results Look the Same
If you’re modeling into a pre-selected universe with certain criteria such as age, homeowners, and limited geography, finding the best prospects can be a challenge. It’s discouraging when you’ve put all the work into modeling your dataset and yet all the prospects look the same. Super Variables™ can help you uncover hidden insights and find those who are most likely to respond.
3. When Records Disappear Before You Can Analyze
Part of the modeling process is matching up a dataset to your national consumer file and tossing out the records that don’t match. If you’re tired of cutting 10-15% of your dataset before you model and leaving valuable insights off the table, Super Variables™ enable you to append every record on your file that has a valid postal address.
Super Variables™ Results
Clients who integrate Super Variables™ into their modeling strategies consistently experience measurable performance gains. Many see model accuracy improvements of 20-50% compared to those built with standard fields alone.
For example, a national retailer was working with a pre-selected universe and decided to add in Super Variables™. They were able to achieve these results:
- Boosted response rates by 30% in the top three deciles.
- Reduced response rates by 28% in the bottom three deciles.
- Increased overall predictability by 9.5x
This approach allowed them to leverage every record in their dataset while organizing and optimizing their model to unlock smarter marketing through more effective targeting.
Benefits
With Super Variables™, you can move beyond assumptions and make confident decisions backed by predictive insights. Here’s what you gain:
- Score ALL of your records and not just the ones on your national consumer file
- Freshen up your model and increase its predictive power
- Enhance your marketing targeting
If you’re interested in learning more about increasing your model performance with Super Variables™, schedule a discovery call to unlock smarter marketing. We love helping analysts like you get the most out of your data sets.