Customer Retention: Advanced Data-Matching Algorithms Improve Customer Recognition

An Example

Following is a traditional processing view for four seemingly unrelated single-buying customers:
Customer Key #: 60608923
Channel: Store
Name: Beth Snyder
City/State: Denver, Colo.
Recency: 20040910
Dollars Spent: $180
Customer Key #: 60607244
Channel: Web

Name: Elizabeth Allen-Snyder
City/State: Denver, Colo.
Recency: 20040104
Dollars Spent: $210
Customer Key #: 60606135
Channel: Catalog