David would like to thank James G. Hammill, director of Business Analysis and Development Services with ANALYTICi, for contributing this month’s column.

Survey responses can be a powerful source of motivational data in any customer profiling effort. When stored in a marketing database and merged with behavioral and demographic information, survey responses contribute to profiles that provide powerful insight – assuming the data elements are properly defined and transformed in advance.

Register or login for access to this item and much more

All Information Management content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access