17.5. Targeting Customers

Targeting customers is the transition step between getting to know our customers and delivering the offer. This is where we pick exactly the customers we plan to contact with our offer. Targeting decisions are based on predicting responses based on past behavior and expected returns. We want to provide each customer with the most appropriate experience possible. “Appropriate” does not necessarily mean the best experience. We cannot treat all customers the same. For each project, we need to target the segment(s) that are the best match to the offer because of the expected behavior of that segment. If you're planning to provide an expensive new capability, you might limit the offer to those who are highest value, highest ...

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