Data Mining in the 21st Century
The “next” will vary for each marketer, depending on its stage of marketing sophistication. But what is clear is that marketers must step away from the age-old practice of merging multiple response lists to develop prospecting files. The technology is here to do more, and those practicing disciplined analytics are seeing quantifiable, continuous performance improvements. So, what are you going to do next?
Peter Harvey is founder and CEO of Intellidyn Corp., an analytics and database marketing firm in Hingham, Mass. Harvey is a former Fortune 500 marketer with successful direct marketing campaigns for firms such as Bank One, Chase Retail, and NYNEX Corp. He can be reached at (781) 741-5503, ext. 100.