What's in Your Database?
Ideally, he states, you would like all fields populated, but more often than not, you don't have all the information. Enhancement data can fill in some of those gaps. By focusing on the more populated fields, which tend to be the more predictive ones anyway, you will get a stronger result.
Vlahakos adds that it's important to ensure you've got a representative customer sample. "Typically, you want to get customers that are new to [your firm] in the last year or so," he states, explaining that you want to look at recent behavior and be sure you can append current data to current records.
Competition is driving marketers to make promotions more relevant to customers to be successful. Relevancy depends not only on what data you can capture, but on your ability to understand what it means and how your entire organization will leverage this knowledge in customer interactions.