All targeted marketing is driven by a core capability to make predictions about the productivity of names. These productivity predictions are combined with financial characteristics of a campaign to make contact decisions.

Key success factors in this process are:

  • Expertise in building statistical models to make productivity predictions.
  • Attention to the sources of data used for modeling and analysis.
  • Quality control when names are evaluated for future campaigns.
  • Understanding all the financial factors that are relevant to marketing decisions.

The capability to carry out this modeling, segmentation and targeting process is a foundation that needs to be in place before more complex multi-channel, multi-behavior and multi-contact marketing programs at attempted.

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