Path2Response Products & Services

Product Portfolio Overview

Path2Response offers a suite of data-driven marketing solutions built on their cooperative database of billions of consumer transaction records.

For technical understanding: See Path2Acquisition Flow for how the core product works, and Glossary for term definitions.

Core Products

Path2Acquisition

What It Is: Custom audience creation solution for new customer acquisition.

How It Works:

• Leverages billions of individual-level consumer purchase behaviors
• Creates thousands of model iterations to identify optimal performance and maximum scale
• Delivers custom audiences within hours (not days or weeks)
• Combines online and offline spending patterns

Key Features:

• Custom audiences tailored to client goals and online signals
• Machine learning reduces human bias
• Multichannel data at scale
• Results transparency before launch

Use Cases: Direct mail campaigns, display advertising, multichannel marketing

Path2Ignite (Performance Driven Direct Mail)

What It Is: Performance-driven direct mail (PDDM) solution that sends postal mail to recent website visitors—both known customers/donors and anonymous visitors—combining first-party co-op data with site visitor intent signals.

Core Concept: PDDM is automated “trigger” or “programmatic” mail deployed as close to real-time as possible. Daily mailings maximize recency as a performance driver. Typically uses cost-efficient formats (postcards, trifolds) that are quick to print.

Product Variants

How It Works

Path2Ignite (Site Visitor-Based):

1. Day Zero: Client’s site visitors captured via tags; data feed received by Path2Response
2. Next Day: Site visitors matched and optimized with proprietary scoring algorithm
3. Fulfillment: Audience fulfilled to printer/mailer
4. Mail: Deployed into USPS mail stream

Path2Ignite Boost (Model-Based):

1. Client’s Path2Acquisition model custom-built with most recent data (rebuilt weekly)
2. Top modeled prospect audiences fulfilled to printer daily
3. Audiences are unique from/incremental to site visitor-based audiences

Intent Signals Used

• Cart abandonment
• Pages visited
• Order placed/amount
• Session-specific behavior
• Co-op transaction data matching

Use Cases

New Customer/Donor Acquisition:

• Reach anonymous site visitors through a unique multichannel touchpoint
• PDDM as part of integrated acquisition strategy

Existing Customer/Donor Engagement:

• Active customers: Increase retention, drive repeat transactions, boost LTV
• Lapsed customers: Reactivate—a recent website visit means they’re “raising their hands”

Proven Results (vs. Holdout Panels)

Go-to-Market Models

White-Label (for Agencies):

• Agency manages order process, creative, printer selection
• Path2Response provides data/audiences invisibly
• Agency owns client relationship

Data Provider (for Agency Partners like Belardi Wong):

• Path2Response provides data layer for agency’s branded product (e.g., Swift)
• Path2Response not visible to end client

Implementation Process

1. Agency Setup: White-labels Path2Ignite; manages order process, sends customer file, owns creative and printer selection
2. Privacy Review: Path2Response reviews privacy policy, sends tag pixel credentials, assists with pixel setup
3. Data Onboarding: Client provides customer housefile and sends weekly customer/transaction/suppression files
4. Audience Build: Path2Response builds, fulfills, and ships Path2Ignite and Boost names to printer
5. Production: Printer prints and mails postcards within 48 hours
6. Analytics: Path2Response runs Response Analysis and provides regular updates

Path2Response Responsibilities

• Tag and site visitor identification
• Model, score, rank
• List ops: test & holdout panels, fulfillment
• Audience strategy, optimization, best practices
• Analytics and results reporting

Agency Partner Responsibilities

• Creative for PDDM piece
• PDDM-capable printer selection
• Strategy/support for client
• Sell Path2Ignite to clients/prospects

Co-op Participation Impact

• Co-op participants: Signature scoring algorithm + custom acquisition model
• Non-participants: Signature scoring algorithm only

Market Context

• PDDM market spend: $317MM (2022), growing at 27.4% CAGR
• Projected: $523MM by 2025
• Represents ~1.3% of total direct mail spend and rising

Digital Audiences

What It Is: 300+ unique audience segments powered by first-party transaction data for digital marketing campaigns.

Audience Categories:

Data Foundation:

• Billions of individual purchase transaction records
• Daily updates tracking digital behavior signals
• 5+ billion unique site visits
• Nationwide spending data across 40+ product categories

Path2Contact (Reverse Email Append)

What It Is: Transforms anonymous email addresses into actionable customer data with postal addresses and responsiveness rankings.

Process:

1. Upload: Submit email addresses with missing contact details
2. Enrichment: Match against consumer database to add names and postal addresses
3. Ranking: Proprietary response rankings based on actual purchase behavior

Key Capabilities:

• Converts “mystery emails” into complete records
• Behavioral scoring based on real-world purchase patterns
• Enables multichannel engagement (email + direct mail)

Use Cases:

• Nonprofits: Connect donors across multiple channels
• Retailers: Engage online shoppers with offline campaigns
• Agencies: Enhance client campaign effectiveness

Path2Optimize (Data Optimization)

What It Is: Data enrichment service that scores and optimizes client-provided files with minimal transactional data using P2A3XGB modeling. Available for Contributing and non-Participating brands.

Accepts:

• External compiled files and third-party lists
• Lead generation data (contests, sweeps, info requests)
• Consumer contact information from retail locations
• Lapsed customer files
• Cross-sell files from other titles within parent company
• Housefile portions needing optimization

How It Works:

1. P2R receives client-provided file
2. Records matched to P2R database (“Gross → Net” — match rate varies by file quality)
3. Net records become scoring universe
4. P2A3XGB model scores using client responders (if available) or proxy responders from similar category
5. Output: Optimized name/address, original client ID (June 2025+), segment/tier indicator

Delivers:

• Complete “best name” and postal data (optimal individual for direct response in household)
• P2A3XGB model scoring ranking consumers by response likelihood
• Tiered rankings for targeting optimization
• Client-provided ID returned with fulfillment (CustID, DonorID)

Proven Results:

• 100% performance improvement for outdoor apparel retailer
• 60% response rate lift over other providers for home furnishings
• 127% average gift increase for education nonprofit

Path2Expand (P2EX)

What It Is: Product providing incremental prospect names beyond the primary Path2Acquisition universe. Extends reach when clients need more names than their P2A segment delivers.

Key Constraint: Cannot run standalone — Path2Acquisition must always run first in the order.

How It Works:

1. Run Path2Acquisition model normally (MPT, 5% counts, front-end omits)
2. Dummy fulfill/ship P2A names to exclude from P2EX universe
3. Clone P2A model for P2EX (same parameters, only add ImportID to Prospect/Score Excludes)
4. P2EX delivers additional names beyond P2A segment
5. When fulfilling both, P2A is Fulfillment Priority #1

Use Case: Client orders 250K from P2A model, but segment size is only 100K. Path2Expand provides additional incremental names beyond the P2A universe.

Comparison with Balance Model:

• Balance Model: Post-merge solution (after client’s merge/purge)
• Path2Expand: Pre-merge extension (before client’s merge/purge, same order as P2A)

Path2Linkage (Data Partnerships)

What It Is: “The ultimate source of truth for transaction-based US consumer IDs” - enabling data partnership arrangements.

Coverage & Scale:

• Nearly every U.S. household
• Hundreds of millions of individual consumer records
• Updated 5 times weekly

Data Characteristics:

• Built on first-party (Name & Address) data linked to transaction history
• Excludes unverified third-party data sources
• Compliant with federal and state privacy legislation

Companion Product - Path2InMarket:

• Individual-level transaction data with recency indicators
• Target “in-market active spenders” in 10+ categories
• Transaction recency flags and spend indices

Reactivation Services

What It Is: Reactivates lapsed buyers and donors through targeted outreach.

Capabilities:

• Identifies previously engaged customers for re-engagement
• Targets multichannel donor behavior
• Leverages actual giving data updated weekly

Data Foundation

All products are built on Path2Response’s cooperative database:

Delivery & Integration

• Turnaround: Custom audiences delivered within hours
• Channels: Direct mail, digital display, mobile, Connected TV
• Formats: Multiple delivery formats for campaign deployment