Database Marketing: Three Strategies for Successful Data Mining

* Determine which data models are worth it. Hosiery catalog and continuity marketer HCI Direct appended RFM data to its inactive customer file to reactivate older buyers. But the effort proved too costly, revealed senior director of database marketing Marijke Bekaert. The time, effort and money to append RFM data exceeded the benefit of the process. “You need to test whether it’s worth it for you,” she said. That said, she found that household age is often a good predictor of purchase behavior, so she regular appends this data to the 18 percent of her names that don’t have it.