Segmentation Strategies That Work
How to audit customer-segmentation variables and measure projected response and sales
• Create variables to summarize recent activity (such as purchase dollars within the last 24 months only) in addition to typical life-to-date summations and averages.
• Overlay external demographic variables such as age, income, family structure, home ownership, climate and region.
• Append cooperative database model scores.
- Companies:
- Donnelley Marketing
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