Segmentation Strategies That Work
How to audit customer-segmentation variables and measure projected response and sales
• Concentrate on the customer groups in which the greatest gains can be recognized. It may be best at this time to focus on the middle tiers within your housefile rather than on the loyal buyers at the top or the inactives at the bottom.
• Recognize that the APA reports only show counts of who actually had been mailed. Up to this point, the analysis project has been limited to names mailed in the campaign that you used for analysis. Were the other potentially good responders bypassed when you ran the actual mailing select that would now be chosen under the newly devised selection scheme?
- Companies:
- Donnelley Marketing
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