Using the Right Kind of Data (2,213 words)

When Experian converts a client to the Z24 database, says Lynde, it runs a series of profiles on the company's database—from RFM scoring to regression analysis to profile models. Then, statisticians score the file against the entire cooperative database to see how it stacks up. The result is 35 different reports that serve as the basis, not only for interpreting who its best customers are, but what segments of the co-op to test.