Identifying Your Best Customers:
Descriptive, Predictive and Look-Alike Profiling
Bruce Ratner, Ph.D.
Database marketers typically attempt to improve the effectiveness of their campaigns by targeting their best customers. Unfortunately, many database 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 chapter 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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