Segmentation Strategies That Work
How to audit customer-segmentation variables and measure projected response and sales
With the APA, each customer characteristic on your database will be measured individually. All key variables that influence purchasing behavior will be identified by using actual results from prior campaigns. Those that are found to be predictive of response will serve as the building blocks for the actual segmentation schemes to be used on future mailings.
- Companies:
- Donnelley Marketing
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