How to Create and Use an Attrition Model
Why? For some segments, increasing average order is important, and offers should be created accordingly. For others, response might be low, and offers are geared toward getting another sale. Some segments respond to offers that are non-seasonal, while others may wait for a seasonal offer.
Testing and tracking new results will enable you to learn from the new, segmented offers. That will build on your knowledge gained from the attrition model, and allow for better results in time. Alan Weber is CEO of DataPlus Millennium, a Prairie Village, KS-based provider of marketing database consulting and analytical services. He is the former president of the Kansas City Direct Marketing Association, co-author of “Desktop Database Marketing” and a teacher at Kansas University. You can reach him at (913) 432-8311 ext. 25, alan@marketinganalyticsgroup.com.
