AARP
Posted on
by Chief Marketer Staff
AARP knew it had to increase response to its mailings, and suspected the answer might lie in its database.
The Washington-based organization, which provides advocacy and services for persons age 50 and above, already had some data on its 34 million members. The trick was to organize this information.
So AARP, formerly known as the American Association of Retired Persons, split off customer retention from the marketing section of its database. In the process, the group also upgraded its technology.
