Attitude Adjustment: Using Behavioral Data to Boost Direct Mail Response
Response data is a very common use of behavioral data. The behavior is response. The data collected is the amount or quantity of response to each specific test piece. The difference in the response indicates a preference. If you take a look at an ongoing mailing program and ask yourself the question, "What do I want to learn," you may find extensive opportunity for testing.
The key to using behavioral data to improve targeting, reduce risk and increase tenure is to develop test designs on an ongoing basis that allow you to build predictive models, test those models and craft more effective offers and creative executions. The end result is that you will deliver a stronger, more effective message to your customers.