HOME SHOPPING group J D Williams has evolved a new and sophisticated customer scoring system which, it claims, enables it to target marketing expenditure according to the value of each individual customer. Under development for the past three years, the new methodology eschews the classic ‘recency, frequency and monetary value’ formula, instead scoring customers from zero through to 100. Out goes the time honoured cost-per-response method of measuring media effectiveness, superseded by a scored assessment of new customers’ spending worth. The system has been tested against all the group’s catalogue titles. Boasts Nigel Green, JDW marketing director: ‘This is leading-edge stuff. Every customer on our database will have a score and once you know how much money they are going to spend, you can decide how much money you are going to invest in targeting them.’
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