How Data-mining Can Help Drive Personalized E-mail

To gain a more complete picture, append external customer characteristics (e.g., age, income level, household members, dwelling type). Other unique customer information elements such as promotional history and retail store proximity also should be included.

• Ease of access to the data for analysis. Once the proper information is in place, you’ll need a system that allows for access to your data so you can ask questions — and get answers — about your customers.