Making Your Database Pay Off – Arthur Hughes

Making Your Database Pay Off Using Recency Frequency and Monetary Analysis

The principal obstacle to effective database marketing is the development of profitable strategies for use of the database. It is relatively easy to construct a workable marketing database. Many service bureaus are experienced at this work and can do a very satisfactory job. What the service bureau normally cannot help you with, however, is figuring out how to make your database pay off. These strategies you will have to work out yourself.

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