Headroom Vs. Heartroom: Using Customer Insight to Fine-Tune Targeting and Communications From Segmentation Models
Debra WalmsleyLeapfrog Research and Planning, United Kingdom
Stephen BarrPersuasion Engines, United Kingdom
INTRODUCTION
How often have we picked up a piece of mail from our doorstep or clicked on an email, to find something we consider wholly inappropriate or untimely from a company selling their wares? Over the last decade the sophistication of loyalty programs and the revolution in Customer Relationship Marketing (CRM) has helped reduce the level of what we might consider to be ‘junk mail’. Marketeers have become savvier to the ‘opt-in’...