Marketing databases with detailed transactional information allow modelers to build very specific predictions of customer future purchases. These predictions along with financial information can be used by optimization software to address several issues.

  • Which specialty media should a customer receive?
  • Is it financially inefficient to send a very general medium?
  • Can variable binding or envelope inserting technology be profitably deployed?

As paper and postage become more expensive and environmental concerns become more pressing, it is increasingly advantageous to make sure only the right printed material reaches each customer.

© Marketing Analysis Applications, Inc.