Wes Sparling

Wes Sparling
Attitude Adjustment: Using Behavioral Data to Boost Direct Mail Response

Since the dawn of direct marketing, companies have tried to determine what will entice prospects to buy. While demographic and financial data have been a trusted resource, behavioral data is taking direct mail to new heights. The explanation is fairly simple: What customers and prospects actually do is much more enlightening than what they say they will do. In direct marketing, it is far better to build a campaign around truth than conjecture, and customer behavior is one of the best sources of "truth" you can get.