Segmentation Strategies That Work
How to audit customer-segmentation variables and measure projected response and sales
How do you upgrade your housefile-segmentation architecture? Setting up in the mail keycode tests to try new criteria won’t get you there. There are far too many possible variable combinations to test.
Instead, do an analysis of predictive attributes (APA). An APA is an analysis that’s done on one or more of your previous mailings. The actual results of the previous mailings are measured and then used to rework your housefile-selection parameters for future campaigns.
- Companies:
- Donnelley Marketing
Related Content
Comments
