Predictive Tactics: Five Database Modeling Strategies

This is especially effective when dealing with, say, gift recipients and catalog requestors. Says Connors, “We already know these are potential buyers, and we know where they live. They have a good likelihood of being profitable customers. So by comparing them to your housefile we can look for the most similar, and therefore most likely to be profitable, segments of those groups to mail first, then next and so on.”