Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age

PROFILING TARGET GROUPS

This section is aimed at acquisition processes owners who want to optimize already existing acquisition activities and have data about which customers were acquired during which campaigns. This section is not about identifying which campaigns are the most valuable ones but about improving the hit rate by understanding which customers have the highest propensity to buy and then redesigning the campaign offer to these customer groups, as illustrated in Exhibit 4.4. This section therefore is closely linked to the last section since we describe how to improve your campaigns even more.

Exhibit 4.4 From First Launch to Profiled Launch of a Second Campaign

To complete this analysis, you must have data that can identify all the customers that you contacted during the campaign, which of these customers accepted your offer, and background information on all the customers that you targeted during the campaign. For example, this way of profiling could be used by organizations that make outbound sales calls to rent out vans to other businesses. The first step in such a campaign typically would be to get some contact information, which can be bought at a directory. These lists typically contain not only, say, 1,000 phone numbers or addresses but also background information about what industry the organizations are in, how many employees they have, turnover, whether it ...