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framework which reliably integrates key business concepts with logical measures into a structure that can dependably be used to maximize revenue.

Developing a customer targeting business process can range from a simple segmentation, to a complicated neural network. The key is to provide a framework which reliably integrates key business concepts with logical measures into a structure that can dependably be used to maximize revenue under fixed circ.

For each direct marketing campaign, be it email or direct mail, there is a decision to be made on who will, and who will not receive the campaign. Influencing factors related to that decision include:

  • The type and cost of the media
  • Merchandising
  • Offer
  • Past Customer Performance

The objective is to select the “best” collection of customers to send a particular campaign to, among the entire inventory of available customers.