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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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17.3. Getting Down and Dirty with the Data

Now the database marketing team members need to actually get their hands on customer data so they can eventually pick exactly the right customers to receive the offer.

17.3.1. Determining a Customer Profile

We often start a project with a target customer profile in mind. The description of that target profile indicates what we believe to be the important characteristics of customers who will respond to the offer. For Valencia, the target customers were:

  • Top 50 customers (based on sales)

  • Owns one or more target (815 or 817) products

These were characteristics they used to divide the database into groups. Sometimes, there are no criteria this specific. The target audience might be customers who spent the ...

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