Segmentation Strategies That Work
How to audit customer-segmentation variables and measure projected response and sales
Recreate customer characteristics. You may not be able to use the customer information residing in your database for this. Instead, recreate a snapshot of your database to mimic how all data looked at the time when the names were selected for the mailing you’re using for the analysis.
Identify all possible variables. This is where it can pay big dividends to be creative. Are there other characteristics beyond those that currently reside on your database that may be predictive of response? A few possibilities to consider include the following:
- Companies:
- Donnelley Marketing
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