Segmentation Strategies That Work

Review your reports carefully; They’ll offer both a profile of your customers and a view of the characteristics that relate to response. During the review process, sort out those that are most highly predictive to be considered as finalists for your new segmentation architecture.

The short list of remaining variables must be looked at in combination with one another. Start with some simple cross-tabulation reports. It often works best to force recency and frequency, and continue to build from there. With every cross-tab combination, generate performance reports as if these criteria actually were used for the mailing.