Segment Holiday, Sale Shoppers for Long-Term ROI

Traditionally, marketers get very excited by promotional periods. They tend to be less interested in the downstream impact of customers who purchase during promotional periods. By segmenting your customers and analyzing future performance, you can better allocate marketing dollars across campaigns and customers that deliver the best long-term ROI.

Kevin Hillstrom is president of MineThatData, a database marketing consultancy. Kevin can be reached at kevinh@minethatdata.com.