In a discussion on the value of segmentation, my friend Janet asks, "Where's the lift?" When management asks this question, are you prepared to give an answer?
Lift measures the effectiveness of a marketing campaign sent to targets selected by a model as compared to one sent to a randomly selected list. Questions regarding lift are certainly appropriate in database marketing. Achieving ever-greater efficiencies is critical to producing the largest return on investment (ROI). Usually, the argument is to shave small costs and mail to break even or target best prospects to maximize profit.
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