Your marketing and sales ability will be enhanced if you review how well your campaigns performed - and you learn from it. You can repeat your best efforts and change or eliminate your less impressive responses. It's smart and responsible management - do the review.

What's it for?

If you send a test offer to sample groups you'll know the profitable groups of customers from groups that were cool to your offer. Your decisions are made at that point - you know the right people to send the right offer.

The Kindness Index is based on statistical and behavioural patterns of your current customer base. Your database is ranked by Postal Walk using two variables:

1.     Customers per Walk - concentration of customers on a walk - Share of Market. .

2.     Revenue per Walk - amount of sales dollars from a walk - Share of Wallet.

Used with caution, it is a good way to maximize the return on an unaddressed prospecting campaign. It also allows you to make sensible list rental decisions based on geography.

This is classic customer segmentation. A tried and true method of segmenting (or rating) your customers by importance. An RFM Analysis provides uncommon insight into your customers' behaviour and shows you where to find current customers that might behave like your very best customers. If you know who bought most recently, how many times and how much they've spent - you're on your way to predicting behaviour - now that's powerful!

Recency - the last time a customer made a purchase.

Frequency - the number of times a customer has purchased.

Monetary Value - the dollar amount(s) of purchases.

A psycho-graphic "snapshot" of your best customers.

Profiling enables you to better understand your current customers; personalize / target mail out information; and prospect for new clients with a higher propensity to respond. Like people = like minds = like spending habits.

The Italian economist Pereto figured out that 80% of your revenue came from 20% of your customers. Maybe you have a 90/10 or 70/30 rule - but it's the same principal.

Relatively speaking, very few of your customers provide an awful lot of your revenue. These people are your lifeblood - you should lavish attention on them. Invest your marketing budget to keep your best customers buying from you - give them no reason to buy elsewhere and keep them loyal.

Once you know who they are and where they live, you can prospect for more people like them.

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