Managing the Flood of Web Buyers, Part 2
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Jim Coogan
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Click on the chart at the bottom of this page, which details the 20 deciles you’ll see when you optimize your buyers. The worst deciles show very poor buying history, and these households just aren’t going to respond. The top-performing deciles show very robust buying behavior, and these people will buy early and often. Would you rather mail a group that spent $97 last year in mail order purchases and whose last transaction was an average of 26 months ago, or a group that spent in excess of $3,200 last year on mail order purchases and whose most recent mail order transaction was within the past month?
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Jim Coogan
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