|
Identifying Your Best Customers:
Descriptive, Predictive and Look-Alike Profiling Bruce Ratner, Ph.D. Direct marketers attempt to improve the effectiveness of their campaigns by targeting their best customers. Many direct marketers are unaware that typical target methods develop a descriptive profile of their target customer - an approach that often results in less-than-successful campaigns. The purpose of this article is to illustrate the inadequacy of the descriptive approach and to demonstrate the benefits of the correct predictive profiling approach. I explain the predictive profiling approach, and then expand the approach to Look-Alike profiling. 1 800 DM STAT-1, or e-mail at br@dmstat1.com. |
|