All targeted marketing is driven by a core capability to make predictions about the productivity of names. These productivity predictions are combined with financial characteristics of a campaign to make contact decisions.
Key success factors in this process are:
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Expertise in building statistical models to make productivity predictions.
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Attention to the sources of data used for modeling and analysis.
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Quality control when names are evaluated for future campaigns.
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Understanding all the financial factors that are relevant to marketing decisions.
The capability to carry out this modeling, segmentation and targeting process is a foundation that needs to be in place before more complex multi-channel, multi-behavior and multi-contact marketing programs at attempted.
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