Interline Puts New Focus on Segmentation
Just because Interline Brands is applying segmentation techniques to its 8 million mail piece activities, don’t look for the company to pull back on its budget. Interline, a plumbing, heating, ventilation, air conditioning and refrigeration products marketer, annually spends roughly 1% of its total revenue on printed sales pieces, which would put this expense at around $6 million for 2002. And most of its mailing was done with little knowledge of the customer.
But this was before it installed Customer Miner, a data analysis and segmentation tool from Milwaukee-based NuEdge Systems. When the module was approved after a beta period earlier this year, it became the latest component in a suite of NuEdge analytic and campaign management software industry sources valued at about $500,000.
Until recently, Interline’s analysis efforts had been linked primarily to frequency of purchase
