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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.

  • “Trust and communication are non-negotiables when it comes to partner relationships. Thankfully, Merit Direct excels in both areas, having worked with us from day one on laying a foundation of proactive consultation, strategic collaboration, and, ultimately, mutual success. ”
    - Stuart BonnerSr. Director, Marketing Operations & Client Services - Access Intelligence, LLC
  • "Q11 Associates has been in the B2B direct marketing space for several decades. It’s rare to find a partner organization staffed with genuinely good people who are also highly competent, and produce great results. That describes our good friends at Merit Direct.”
    - Byron CrowellDirector of Operations, Q11 - Solution Publishing
  • “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
  • “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, Farm Market iD

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