Direct Mail: Finding Lift in Your Data
For example, for the customer with four primary credit cards—where each provides a specific view based on the available transactions—the deeper view provided by overlaying this socio-geodemographic data may show a new opportunity to market to that customer. You might learn that the customer in question lives near a golf course, on a lake or in an urban enclave. You can purchase data that will help you zero in on those with larger disposable incomes or new homeowners. Every additional data point overlaid helps you to build a better profile to target your offers.
- Companies:
- Eastman Kodak Co.
Pat McGrew, M-EDP, CMP is the Director and Evangelist for the Production Workflow Service at InfoTrends. As an analyst and industry educator, McGrew works with InfoTrends customers and its clients to promote workflow effectiveness. She also has a background in data-driven customer communication, and production printing with offset, inkjet, and toner. Co-author of eight industry books, editor of "A Guide to the Electronic Document Body of Knowledge," and regular writer in the industry trade press, McGrew won the 2014 #GirlsWhoPrint Girlie Award for her dedication to education and communication in the industry, and the 2016 Brian Platte Lifetime Achievement Award from Xplor International. Find Pat on Twitter as @PatMcGrew and LinkedIn.