WHILE A WELL-STRUCTURED DATABASE is a good start, its value will come from creative use of the information stored within.
Brad Rukstales, chief operating officer at Chicago-based InfoWorks, a marketing consultancy within Rapp Collins Worldwide, offers the case of a marketer that had seen a 1.3% decline in the total number of customer households in its file. The company had also experienced a 7.8% increase in the number of former customers that chose not to come back, a 12.2% drop in new customers and a 4.9% decline in its efforts to reactivate formerly lapsed clients.
During a session at the recent NCDM conference, Rukstales noted that the company was able to break out eight identifiable customer groups based on life stage. While some, such as homeowners with children and renters with children, were growing as a portion of the customer base, two
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