Return to: Page Section Navigation

Webinars - Q & A - Customer Segmentation

Related Resources

Product Sheets

Product - Retention

Here are additional questions submitted by attendees of the Optimize Database Marketing Results with 360° Customer Segmentation Webinar. We hope you find them helpful!

 

Have another question on 360° customer segmentation? Contact
us at: 1-800-660-5125 or e-mail us at: dbs.sales@equifax.com

Question: How do you deal with smaller universes of people, where modeling is overshadowed by the noise?

Paul Weiss: It depends on how small the universe is, but generally this is not a problem since we are not sampling but interested in one on one responses.

Question: How do you take into account customers that may not currently be profitable but have the qualities/characteristics, etc. of your profitable customers?

Paul Weiss: I would create a separate segment for these customers and deploy a unique strategy for retaining them while managing them to profitability with a structured program.

Question: How will you extend sampled attitudes to a census of your customer base to use in a targeting model?

Paul Weiss: We would use a statistical attribution technique to map customers into the right segments based on other data that is available.

Question: In regards to "Primary Research" as a component to the 360 segmentation, do you have any opinions toward the Net Promoter Survey? Does this survey apply?

Paul Weiss: The advocacy aspect & scale is appropriate to use but must be personally identifiable.

Question: What are good proxies for share of wallet in industries where a customer must give 100% share of wallet to business (e.g., education).

Paul Weiss: Share of wallet is not an appropriate measure when 100% is the only choice. However, I would ask about changes in absolute spending over time.

Question: How do you adjust for "responder bias?" In other words, the assumption that RESPONDERS to the survey either love us or hate us and thus are compelled to respond to a survey and may not accurately represent our customer base.

Paul Weiss: We are not sampling so the current response is the one to use.

Question: In this 360 degree survey process, do you recommend surveying your entire file (or at least the entire file that has an e-mail)?

Paul Weiss: I recommend surveying the entire file if possible. Most of the costs are in the development work so the price per survey decreases at an aggressive rate as quantity increases.

Question: Which online survey tool do you recommend?

Paul Weiss: There are several good tools & service providers in the market. Pick one that is reasonably priced, easy to deploy, has strong reporting, is flexible and allows you to view results on the fly.

Question: If you're recommending online surveys, how do you deal with the fact that you'll only have a percentage of your file with an e-mail address? Won't they already be biased to the brand as they've provided an e-mail address?

Paul Weiss: Part of the pre-project data audit is to determine the number of contactable e-mail addresses. These need to be verified and new addressed can be acquired through the e-mail append process. Bias is not an issue since we are not seeking sampling data.

Question: How do you include significant variables from survey data into your segmentation model when you don't have that data for customers that didn't respond to the survey?

Paul Weiss: We would use a statistical attribution technique to map customers into the right segments based on other data that is available.

Learn more about Our Approach and Our Solutions or contact us at: 1-800-660-5125 or dbs.sales@equifax.com

 

 

Equifax Database Services Home Page


Why use Equifax

As the needs of our customers have evolved, so have we. Expanding on our role as the trusted steward of credit data, Equifax has grown into the leading provider of technology-and analytics-fueled information solutions.

More:
Contact Equifax Database Services  dbs.sales@equifax.com
1-800-660-5125
Equifax Database Services
500 Edgewater Drive, Suite 525, Wakefield, MA  01880

Return to: Page Section Navigation

Return to: Page Section Navigation

Return to: Page Section Navigation