Enhancing Targeted Marketing with More Metrics Data

Wednesday 30th April 2025

In today’s data-driven landscape, successful direct marketing is no longer just about reach, it’s about precision. Delivering the right message to the right person, at the right time, through the right channel is crucial to making campaigns work harder and achieve measurable results. At the heart of this is targeting, and that’s where More Metrics adds real value.

Through our partnership with the REaD Group, we help brands across sectors sharpen their marketing by using our unique GeoMetrics data, which provides demographic and lifestyle insight at both postcode and individual levels. Unlike standard consumer datasets, More Metrics data introduces dimensions that reflect a person’s likely financial stability, health outlook, and attitudes, all while remaining GDPR-compliant and privacy-safe.

Using More Metrics in Cold Prospecting
Cold prospecting is all about identifying and converting new customers at the lowest cost. With access to REaD Group’s database of over 45 million UK consumers, rich with hundreds of profiling variables, brands can optimise their outreach across direct mail, email, phone, and digital platforms.

More Metrics data enhances this by offering indicators of long-term health and wealth, helping brands build highly accurate prospect profiles. This means that for every one-to-one campaign, you’re not just casting a wide net; you’re fishing in the right waters.

Our postcode-level GeoMetrics data is also ideal for broader approaches such as Partially Addressed Mail or sector-targeted door-drops. Whether used within a larger profile or built into a specific channel model, this additional layer of insight enables far greater control over where and how you spend your marketing budget.

For life insurers and financial services, our mortality score adds further precision. By identifying areas with a higher proportion of "better quality lives," brands can refine their targeting, offer more compelling pricing, and reduce risk, leading to improved profitability over time.

Supporting Retention and Customer Development
Targeting new customers is only half the equation. More Metrics data is equally powerful when used to enhance relationships with existing customers.

From basic reporting and segmentation to complex profitability modelling and forecasting, our datasets help brands better understand their customer base. This additional layer of intelligence (unavailable through first-party data alone) can significantly uplift response rates, refine messaging strategies, and provide actionable insight for customer service teams.

Whether your objective is to increase lifetime value, predict churn, or tailor communications, incorporating More Metrics variables into your models ensures a more comprehensive and accurate picture of your audience.

Why More Metrics?
More Metrics provides a full suite of demographic and lifestyle data, tagged at postcode level and designed to integrate seamlessly with your own customer data or other proprietary sources. Our data is fully GDPR-compliant and available through our partners at REaD Group, the UK’s leading independent data communications agency. We also offer bespoke data solutions tailored to your business needs.

Whether you're trying to reach new prospects or deepen existing relationships, More Metrics helps you do it more effectively, with data that makes targeting smarter.