Improving Marketing ROI Through Data Analysis

* Reactivate old customers by cross-selling them a new product. “Reactivations work best with offering old expires new products within the same affinity,” Barret said. As an example, she cited a past campaign at International Masters Publishers that used matchbacks from older house files as targets for reactivation. These past customers had ordered a cycle of wildlife cards from 1999-2001. Mindful that they wanted to reach this customer-base within this affinity, they offered them a wildlife DVD series. The campaign proved very successful, netting a 40 percent response index and a 29 percent retention rate. In her testing she sought to narrow the affinity down as close as possible, which she considered a major reason for the successful campaign.