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UMassFive uses its Membership Customer Information File (MCIF) to trigger messaging. Depending on the specific business objective, the MCIF is segmented for different types of clients. “We also buy demographic data to append to customer records. I can acquire additional information about home ownership, cars, number of children and credit scores. We then identify the selection criteria—group ‘A’ will get one message, while groups ‘B’ and ‘C’ get different messaging.”
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