Attractive models

In this article Andrew Greenyer, director of customer relationship solutions at Group 1 Software, reviews the role of data in business, examines how data availability is becoming more limited, and describes the circumstances in which modelled information has, once again, become critical to CRM success, customer development and new customer acquisition.

Attractive Models

Andrew GreenyerGroup 1 Software Europe Ltd

Many Businesses now understand that information on customers helps them improve their bottom line. Without the right data, business analyses will be inaccurate, distribution and channels to market could be disastrously mis-planned and marketing effort directed at the wrong people.

Modelled information on consumers (derived from census, household and credit information) used to be regarded as a powerful tool. But since the rise of the CRM movement in the late 1990s, pundits have been downplaying modelled information. The recommendation has been to put as much effort as possible into gathering real...

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