Segmentation Clarifies Direct Marketer's Data

All of us in the direct response industry talk about the importance of gaining further understanding of our client's customer. And today, frankly, we're all in direct response in one way or another. So we employ the use of syndicated data to reveal demographics of the category, we ask our clients for studies against their own customers and we even conduct surveys ourselves in order to gain additional insight. What we are often missing in this exploration is capitalizing on our client's own database and improving our understanding of the complexity of a target through segmentation. There is actually a wealth of information sitting in our client's current customer database that is too often ignored.
 
Our role as leaders in the direct response field is help, through database segmentation, to provide creative and media with an in-depth understanding of who we are trying to reach. By employing the use of long-established tools such as Prizm and GfK MRI, for example, to segment our clients' data, we are able to not only improve testing and expand our media program, but greatly improve the creative messaging as well.
 
Here is an illustration of how segmentation can improve communication...
 
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