Ensure the thousands of dollars spent on planning, creative and printing return the highest possible dollar by targeting only those potentials that will produce those returns.

Know your customers and know them well. Data Mining removes the randomness and uncertainty of mail list selection.


From simple data queries to the most sophisticated "machine learning" techniques, Data Mining is the process of analyzing large databases and extracting meaningful, actionable knowledge. Hypothesis Testing and Knowledge Discovery, the two basic forms of Data Mining, uncover insights into past and current customer trends and patterns. Predictive Modeling enables the marketer to apply those insights and tighten the future focus on customers of highest potential and value.
Response Modeling
The analysis of customers' previous purchasing behaviour over a logical period of time, to allow:

Higher returns from smaller segments of a database.
Removal of direct-mail "randomness".
Higher response for equal dollars.
Improved ROI per marketing dollar.
Savings on communication costs.

Segmenting & Profiling
Advanced statistical methods of clustering, and producing decision trees used to understand customer segments and purchasing behaviours to:

Establish and understand strategically meaningful clusters
of customers or prospects.
Identify archetype customer per cluster.
Understand clusters' differentiating characteristics.


Customer Valuation
Predicts the future value/profitability of a customer or customers, permitting:

Early identification of customers likely to be most profitable over the long-term.
Identify upsell prospects/opportunities.
Enhanced ROI per marketing dollar.
Improved preferred customer programs and customer retention.

Cross-Selling Model
Predicts what customers are most likely to buy, based upon purchasing history. This allows a marketer to:

Maximize up-sells while minimizing costs of procuring new customers.
Generate more sales for the same or fewer marketing $$.
Improve inventory control and supply-side management.

We have merely scratched the surface here.

For detailed information on how Data Mining and Predictive Modeling can improve your direct marketing profitability, please email for our booklet: "Data Mining and Predictive Modeling - A Practical Guide for Retailers and Direct Marketers" at sales@market-focus.com