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

Armed with more specific information, you can better target customers, locate more individuals with similar profiles and most importantly, understand their true ability to spend. With the advance knowledge of a consumer’s capacity to buy discretionary products, and by customizing offers and marketing messages to be the most relevant for each audience segment, you can more effectively utilize your marketing budget to reach truly worthwhile prospects. For example, you can better segment lists to determine who should be mailed and improve cross-sell strategies by identifying which current customers have the financial capacity to buy other products.