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Applying Customer Analytics to Promotion Decisions

How to measure Effectiveness of Mass Promotion and make Customer-specific Offers


The goal of any retailer should be to increase customer satisfaction and loyalty – two elements that are essential for optimizing sales and profits. A critical element in improving these metrics is understanding the best promotions to offer. This can be accomplished by unlocking customer information so you can make more profitable promotion decisions. For decades, retailers had few ways to measure successful promotions. Today, it’s different. You can identify and track customer purchase behavior using frequent shopper programs, private-label credit cards or customer self-identification. This paper lays out several ways how retailers are using customer data to improve financial results.

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