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Customer File Analytics

RFM has been the standard methodology of customer segmentation for decades but if this is the only segmentation, profit is not optimized.

Our consulting and analytics team optimizes profit by utilizing proven techniques to unlock profit potential based on different stages of the customer life cycle. Most direct marketers treat new customers the same as “best” customers, sending the same communication cadence warranted the highest value customers to “unproven” customers in the hope they become good customers. Many treat all their frequent buyers the same, instead of identifying the products they are most likely to buy and focusing offers accordingly. Others treat all aged customers the same, dropping communication to all customers that haven’t bought in the last X years as if the reasons they haven’t bought are all the same. It is necessary to differentiate between which might still have interest and which are no longer in business.

Assessing the interrelationships of the attributes in the customer file and enhancing it with external data can provide a wealth of information that transform customer circulation into a multi-faceted segmentation strategy, optimizing revenue and profit.

  • “I find MeritDirect to be a true partner in our business. I like to define vendors as people who want to make money from you versus partners who want you to grow your business. And MeritDirect is tremendous at helping us grow our own business, coming up with innovative concepts to help us leverage our data assets and improve on our current practices.

    I would like to thank Rob Sanchez and the whole staff at MeritDirect for showing us that there’s higher ground to conduct our business and to prove that it’s not just a concept, that it is truly proven under true partnership and to thank you for being involved with our business in this level.”

    - Sylvia M. Sierra
    Vice President, Customer Acquisition + Retention,
    Access Intelligence LLC
    Rockville, MD
  • "In my opinion Merit Direct is well ahead of the pack in all categories. Certainly their business acumen is at the highest level and they truly operate in a self-actualized mode. They are constantly on top of changes in the business, new media, new ways or approaches new strategies new tactics. They really stay on top of what’s going in business and what's going on in the marketing world in general.”
    - Ron Sichler President, RLS Media Greenwich, CT
    Ron Sichler - MeritDirect Marketing Staff
  • “MeritDirect is a strategic partner of ours and in my opinion, professionally and personally, is the thought leader on business to business, data use and marketing in United States today. Their success is driven by the culture, the experience of senior leadership in the company have and the commitment to quality, accuracy and excellence in both product quality and service quality.”
    - Peg Kuman Vice Chairman, Relevate Springfield, VA
    Relevate - MeritDirect Marketing Solutions
  • “Data is sensitive, and mistakes interpreting data can be costly. When it comes to data, you want to work with a company that you trust. For us, MeritDirect is that company. They not only have the history, but they have the team.”
    - Geoffrey Forman Marketing Analyst, Edmund Optics Barrington, NJ
    Geoffrey Forman - MeritDirect
    Edmund Optics Worldwide - MeritDirect Solutions

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