Segmentation Strategies That Work

• Don’t overlook other possible types of information, such as response channels, prior back-orders, promotion history, retail trade areas, address deliverability scores and gift purchasing.

Generate predictive attribute reports. By matching the file of customer characteristics to mailings and corresponding orders, you can create report tables to show sales per mailing performance for each variable from the campaign. The reports will look like the one shown in the chart on page 27.