The 3M experts argued. I know what I am doing. The expert said. The mail responsive list blew the other list away. Responses were four to five times as great from the mail responsive prospects.
Past behavior is the best predictor of future behavior.
Companies today are beginning to shift from acquisition mode to retention mode. They want to acquire new customers, sure, but they find it more profitable to increase sales from the customers that they already have. It is more profitable to recognize them as people, than to treat them as data Use of simpler, less expensive techniques related to customer purchase history can result in higher profits than can possibly be gained through modeling. We can base our customer communications on customer behavior that is stored in our marketing databases. Product history is easier to understand, and widely used.