How the ‘New’ Fingerhut Refurbished its Customer Database

The strategy encountered some roadblocks, such as limited data for modeling, limited flexibility in business decision making, long lead times translated to stale names in the mail, and little differentiation in offers due to limited targeting capabilities, Johnson said.

As a result, Fingerhut looked for a solution to improve its name yield. The cataloger “wanted to reduce execution time lines and cost per name acquired,” Johnson pointed out.