If your data models are falling flat, it doesn’t mean that your data list is bad, but rather, there’s something going underneath the surface. At Analytic Marketing Partners, we created Super Variables™ to unlock the full power of your data. These proprietary, spatial variables are designed to supercharge your models, so you can target more precisely, spend more efficiently, and drive stronger results. Let’s explore how these data points work and why your next campaign needs them.
What Are Super Variables™?
Super Variables™ are not re-labeled demographic fields or fancy filters. They’re a proprietary set of algorithmically engineered variables that combine multiple data points into single, high-powered predictors. They are designed to strengthen your models from the inside out.
Unlike traditional data elements, Super Variables ™ are spatially derived, meaning they’re based on geographic and location-based patterns. As long as you hav a valid postal address, you can apply them to every record in your file, even if that record doesn’t match to your national consumer database. This gives you broader reach, cleaner modeling inputs, and more consistent coverage across your entire audience.
Why Traditional Variables Fall Short
Most analysts use the same demographics, psychographics, and geographic data as everyone else. While these inputs are familiar, they can overlap across competitor’s models, miss meaningful relationships within your own customer data, and require a match to your national consumer file. If a record isn’t found in your file, it’s excluded from modeling which means leaving insights (and revenue) on the table.
The Super Variable™ Advantage
Super Variables™ offer a distinct edge by improving targeting, increasing model accuracy, and enhancing campaign performance. Here’s how:
- Comprehensive Data: Traditional models often exclude records that aren’t matched to national consumer files, reducing your modeling universe and cutting into potential performance. Super Variables™ solve this problem. Due to their spatial nature, you can append 100% of your file.
- Stronger Predictive Power: These proprietary variables uncover unique relationships in your data and reduce the standard deviation, increasing the precision and accuracy of your models. They allow you to isolate the factors that truly drive response, so you can predict with confidence.
- Enhanced Results: Better models means better results. When you can include every record and build stronger predictive models, you’ll see measurable lifts in campaign response and ROI by focusing on your highest-value prospects.
Real Results from Real Campaigns
Our clients consistently see performance improvements when Super Variables™ are incorporated into their modeling strategy. They often see 20-50% increases in model accuracy compared to models built using standard fields alone.
In one case, a national retailer was modeling into a pre-selected universe with certain required criteria such as age, homeowners, and limited geography. When they modeled the data set, all of the available prospects looked the same. They needed a way to differentiate which prospects to go after. They applied Super Variables™ to their model and achieved these results:
- Improved response rates by 30% in the top 3 deciles.
- Decreased response rates in the bottom 3 deciles by 28%.
- Improved predictability by 9.5x.
Not only were they able to use every record in their data set, but they were also able to organize and optimize their model.
Built into Every MicroModel
Every MicroModel we build at AMP includes Super Variables™ by default. It’s one of the key reasons our models outperform standard predictive tools. Each model is custom-built for our clients and their specific locations, and Super Variables™ ensure that the model is using every possible signal, not just the easy or obvious ones.
Ready to Put Super Variables™ to Work?
If you want to improve your modeling accuracy, reduce waste, and gain a predictive edge, Super Variables™ are a game-changer.
Learn more or schedule a strategy session here.
Don’t settle for generic data inputs. Predict smarter. Perform better. That’s the power of Super Variables™.