http://themichaelschneider.disqus.com/enSat, 12 Jul 2008 15:32:47 -0000http://www.themichaelschneider.com/design/3-steps-to-actionable-segmentation-awesomeness/43/#comment-1903532One of the more valuable segmentation projects I've been involved with was working with your team to identify propensity to buy. When we finished the model we were able to reduce our list by nearly 1/3--but these were customers who were very unlikely to respond. It reduced total revenue from the campaign slightly, but total profit increased dramatically with the reduced mail spend. We reinvested that money wasted on people unlikely to respond in search keyword buys we were previously unable to fund. Our track-able overall return from the total marketing spend increased significantly. We're moving on to trying to target messaging based on segmentation.Matt RogersSat, 12 Jul 2008 15:32:47 -0000