Get the Most Out of Your Marketing Database

Your goal here is to understand what kind of customer you attract for each category — especially important if you have a general merchandise offering with products in several major categories. It’s helpful to know which categories produce not only immediate response and dollar results, but which snag the best long-term customers. You may find that someone who buys in category A is a much better customer during a three-year period than someone who buys from category B — even if category B looks better initially.