Database: Take the Right Trails
Using Predictive Scoring
Underlying traditional offline marketing and innovative, new online reactivation approaches is a requirement for a clear view of your company's best customers. While it is possible, and sometimes economical, to target all former customers, it's more often the case that a well-honed marketing campaign targeting high-value or niche segments produces the best financial results.
Predictive scoring is a key to effective targeting. And the array of consumer and digital data sources provides new fuel for these analytics. Focus on predicting who will respond, and then determine the best channel and sequence for the message.
Build New Relationships
A reactivation strategy should include follow-up plans and next steps as well as an outline with how often customers would like to receive communication. A series of actions for dealing with issues such as abandoned carts online and increasing foot traffic conversion rates also should be built in. Lastly, update files with new customer information and data to ensure future campaigns maximize the information available.
Keith Peterson is the senior vice president of the data division of Experian Marketing Services, a global provider of information, analytical tools and marketing solutions. He can be reached at firstname.lastname@example.org.