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

Order a complete work-up on your files. Find out how your customers break down by ZIP code, demographics, psychographics and RFM (Recency, Frequency and Monetary value).

When it comes to relying on data that will be truly predictive for future campaigns, you want to focus your efforts on meaningful segmentation. This means paying careful attention to contact history and products purchased—actual behavior, says Sam Koslowsky, vice president of strategic analytics for Harte Hanks Data Technologies in New York City. RFM is a staple, he says, but it's not as powerful as past behavior.