Mike Talbott

By Mike Talbott Evaluating customers based on accurate and timely data—especially behavioral and demographic data—has given catalogers who understand and leverage the value of a marketing database the ability to achieve significant performance gains. But in terms of understanding customers and marketing to them as wisely as possible, this technique is just a beginning. Indexing transactional activity (that is, matching all activity to the appropriate customer) creates an even higher level of marketing database utility—a truly customer-centric view of behavioral data. With this kind of data you can improve customer segmentation simply

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