Two issues ago, I wrote about how important business rules are becoming to marketers going forward. (The Rules about Business Rules, March, 2001). In the article, I described how business rules would help marketers achieve success with new marketing campaign management software.

By business rules, I mean a series of conditions that, if met, trigger a stream of communication and potential offers between the company and individual consumers. Business rules have two parts – definitions and responses. A definition creates a dynamic customer segment, such as "a credit card customer with a revolving balance of more than $2,000 that hasn’t used their card in the last three months." This definition includes both a value and a time component. Definitions can have multiple values and time components, which are based on available data and analysis. After the definition is set, the system can next query the database on a regular basis and return qualified customer lists. The system can do this activity on a daily, weekly, monthly or "as needed" basis.

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