Analyze Customer Data to Find the Best
Analyze your customer data to find out who your best customers are. This may sound like a big "duh", but the devil is in the details. There may be trends that you've overlooked. And keep an eye on profitability, not just transactions. In the credit card world, a heavy spender who pays off his balance each month is usually not as profitable as a moderate spender who carries a balance. When you know who your best customers are, you can tailor your marketing programs to keep those customers and encourage them to spend more with you.
—Lisa Bell, president and chief creative officer, Tivoli Partners