Database Marketing

Mining Your Customer Files
May 1, 1999

Many catalogers, especially smaller and medium-sized ones, are seriously challenged when it comes to developing a stronger revenue and profit stream from their customer lists. The following challenges are endemic to all catalogers in working their customer lists: Knowing which are the best customers (i.e., the ones with the highest lifetime value (LTV) and those most likely to respond to the next mailing); Knowing how to build customer loyalty without having to buy it with discounts, premiums or extensive (and expensive) point programs; Knowing when and how to reactivate those once-loyal customers who you haven’t heard from in some time; Knowing how to