Increase Your Bottom Line With Precision Marketing

This precision marketing process must begin by first deciding what problem you're seeking to address. Are you trying to reactivate dormant customers, for example, or achieve a greater response rate to a particular promotion?

Next, evaluate and leverage the data and campaigns you currently have in place. In many cases, your existing housefiles are sufficient to develop targeted segments for use in a test campaign. Begin small by establishing a customer segment with the desired level of engagement, then identify customers whose prior behaviors and engagement histories most closely match this first group. This new customer segment can then be divided into a target group and a control group.