Prospect profiles

Prospect Profiles uses results from a previous or test campaign to create descriptive profiles. You can use the profiles to target specific groups of contacts in future campaigns. For example, based on the results of a test mailing, the direct marketing division of a company wants to generate profiles of the types of people most likely to respond to a certain type of offer, based on demographic information. Based on those results, they can then determine the types of mailing lists they should use for similar offers.

For example, the direct marketing division of a company sends out a test mailing to approximately 20% of their total customer database. The results of this test mailing are recorded in a data file that also contains demographic characteristics for each customer, including age, gender, marital status, and geographic region. The results are recorded in a simple yes/no fashion, indicating which customers in the test mailing responded (made a purchase) and which ones did not.

This information is collected in dmdata.sav. See the topic Sample Files for more information.

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