Database Marketing: Use a Spending Index to Target Shoppers With Money to Buy

Today, demographics, while useful, aren’t enough. To effectively identify and target potential buyers, you must focus on prospects who have the financial ability to buy and have a high degree of affinity for a particular brand. You need a new kind of screening, one that can tell you whom among your customer and prospect databases has access to disposable money --regardless of their income. The key is your to ability to identify, segment, target and communicate with those households that are most likely to be able to buy products and services, and to differentiate those households with limited spending ability.