How Data-mining Can Help Drive Personalized E-mail

The degree of success you can reasonably expect to achieve through the data-mining process is dependent upon the following:

• The scope and quality of the available data. To gain a complete view of your customers, you’ll need a central repository of all appropriate customer information across all channels. At a minimum, this information should include customer level summary data (e.g., RFM) and purchase-transaction history, including product-level detail.