How to audit customer-segmentation variables and measure projected response and sales

By Keith Pietsch

• Don’t assume that your new select criteria will be optimal for all mailing campaigns. Validate your new selection criteria against other past mailings. Repeat the APA process to modify selection criteria for in-season vs. out-of-season, early vs. late holiday, etc.

• Consider multivariate segmentation modeling. If combinations of five or more distinct variables surfaced out of the cross-