Identifying Your Best Customers:
Descriptive, Predictive and
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.
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