Cloning Your Best Customers (1,173 words)
Reverse the strategy with purchased lists. Select the vertical lists that claim to have the same purchases or interests; it is unlikely that these people will respond in the same way. Ask for a sample of each proposed list. Test its deliverability by running it through NCOA processing; a 10-percent failure rate is acceptable. Then append those "key" household characteristics discovered in the profiling phase to the list. Examine it again: Does this list compare favorably to the findings in the profiling?
If the list appears to have similar key characteristics, it's time to test the list with a marketing communications strategy that worked with the profiled house database. If the list does not respond with an acceptable response level, find another list vendor or mine more deeply until the vendor finds a segment that delivers the closest response levels.
Looking ahead, the future of personalized marketing may come from the Internet, as filtering software, intelligent agents and personal shoppers offer new promise. Marketers will get instant feedback, near perfect responsive transactions and deeper insights into the habits, feelings, likes and dislikes of their most elusive, loyal customer.
Bob McKim is partner in MS Database Marketing, Los Angeles, CA. For more information, visit the MS web site at www.msdbm.com, or call (310) 208-2024; fax: (310) 208-5681.