Improve Marketing ROI Through Data Analysis

* life cycle (new homeowners, marriages, births);

* psychographic data;

* attitudinal data (Why, he asked, would the customer be interested in your products or services over another?); and

* ethnic data. Most notably, mailers’ need to pay close attention to the rapidly growing Hispanic market.

2. Reactivate old customers by cross-selling a new product within the same affinity, Barret says. As an example, she cites a past campaign at International Masters Publishers that used matchbacks from older housefiles as targets for reactivation. These past customers had ordered a cycle of wildlife cards from 1999 to 2001. Mindful that the continuity publisher wanted to reach this customer base within this affinity, International Masters offered this group a wildlife DVD series.