At the risk of repeating ourselves, databases sit at the heart of modern marketing and careful analysis of the information businesses hold about existing customers can have a great influence on future business growth.
Direct Marketing News has published an analysis of how data mining helped AAA Western New York reduce churn amongst existing customers and helped them understand how valuable to the organisation different types of customer were.
From the article:
AAA learned several valuable lessons during the predictive modeling process, including that responsiveness and profitability were not necessarily related. Customers who were the easiest to acquire turned out to be the most expensive to service, and former members were more valuable customers than non-members.
Click the source for the full story.
Source: Direct Marketing News — Database modeling helps AAA Western New York increase membership