About Lisa Robbins

Lisa Robbins
As Vice President of Client Services, Lisa develops creative solutions to challenging issues. She has been leading the research and strategic planning of multichannel marketing programs for over 20 years. An accomplished writer, Lisa leads JD’s messaging workshops and develops award-winning public relations work. Lisa also serves on the board of trustees for the Public Policy Forum and is a member of the Public Relations Society of America.

Are you maximizing your data?

“Big data” is a hot topic not only in marketing, but also in business because of the potential it offers in helping to make smarter, more efficient decisions. At JD, we’ve been using data analytics for years to boost campaign results. We frequently work with our clients to help them use their data to better understand and target their audiences.

For example, predictive modeling is a proven technology that has been used for decades by many large retail and financial institutions to improve audience targeting for customer acquisition and cross-selling. One of the challenges with traditional analytics and modeling processes is they typically involve weeks of analysis, expensive tools and high levels of statistical expertise.

At JD, we use an automated solution for analytics that speeds up the process to make it practical for just about any marketing campaign. Instead of spending weeks on the analysis process, we usually can complete it in a matter of days. By statistically identifying what is unique about existing customers, responders or donors when compared to the general population, we can uncover strong cues that indicate who the best prospects will be for future campaigns.

In one recent campaign for a nonprofit, we generated a healthy 1.6% response rate from prospects who became new donors by profiling and modeling the organization’s existing donor list.

Two key analytics reporting tools we generate include: Profile Reports and Model Reports. Profile Reports provide a snapshot of the audience by identifying common characteristics such as age, gender, affluence, geography, propensity to donate, interests and more. They provide helpful insight for audience segmenting and creative development. Model Reports are predictive and provide information about attributes that will signal behavior such as a response or donation.


Model Reports are created by analyzing hundreds of variables that can be attributed to those in your file with a patented automated process that uses genetic algorithms to create a scoring formula. They include a lift chart that illustrates how much more likely it is that model prospects will respond, along with a graphical summary of the attributes and/or behaviors that signal response and contribute to the model. The model itself is not delivered, but resides in a system as a resource for generating lists, so there are no confusing algorithms to decipher.

The availability of information today can be intimidating and overwhelming, but if you have the tools to process and understand it, it can be exciting and extremely beneficial. It can provide insight that helps to better allocate budgets and increase ROI. If you’re interested in learning more about how you can maximize your data, download our FREE guide to data analytics.

Seven Tips for Writing Captivating Case Studies

When developed properly, case studies are a smart public relations and marketing tool that can help generate leads that translate into sales. Illustrating how your product or service helped a customer solve a challenge provides proof to others that you can achieve results.

The recipe for effective case study writing includes one part art and one part science. Typical case studies follow a challenge-solutions-results format. Start by identifying the issue; next, move on to explain how the problem was solved; and then, follow with the outcomes.

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Dimensional Mail Fuels Blockbuster B2B Market Introduction

How does a new player in the market pique prospects’ interest and then turn that attention into sales?

By creating a launch campaign that communicates the company or product’s unique selling proposition (USP) in a compelling, customer-focused fashion.

A convincing example is a recent dimensional direct mail campaign JD developed for Saco Polymers that resulted in unprecedented gains. A global pioneer in the wire and cable industry, the company wanted to introduce the special capabilities of its new U.K.-based subsidiary in the U.S. market.

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Are You Getting Through to the 65+ Market?

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It’s a big world of 60-somethings out there. More than 40 million people in the United States are aged 65 and older, and this rapidly growing market is projected to reach 72 million by the year 2030 — representing nearly 20 percent of the total U.S. population. Recognizing the shortcomings of Medicare, many of these older Americans are choosing to buy some type of supplemental health insurance coverage.

This is good news for health insurance companies. But what if your current marketing program is failing to convince seniors that they need your Medicare Supplement plan?

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