Identifying profitable prospects requires an understanding of the behaviors that drive customer profitability. Consumer behaviors have changed and advertising media have proliferated so traditional methods of targeting no longer work in today’s environment. In addition, multi-channel marketing has affected the feedback loop for targeted offers, which means that traditional methods of performance measurement are no longer accurate. In this presentation, we discuss a framework for identifying profitable insurance customers using direct mail driven by highly sophisticated database marketing tied to accurate response capture and attribution. We present a case study of how an integrated and targeted direct mail campaign produces response in multiple sales channels: web, call center, and agent.