Predictive Tactics: Five Database Modeling Strategies

The same strategy can help you find new profits in your database of former buyers. Says Connors, “Look at the back of the database: your 48-month names. There’s a chance to reactivate them.”

Of course, you don’t want to mail the whole group at once, he says. It’s a tactic you test into from the model. “After you find what looks like a sweet spot, a glimmer, then test it. Then you mail a little more.”