Integrity as a Modeling Variable

The direct marketing magazines are loaded with articles on the benefits of better understanding your customers.  Especially in difficult economic times, these suggestions get paraded out.   Rarely is much detail offered, especially about how many or what kinds of customer variables are most beneficial.  Usually geodemographic clusters are alluded to, sometimes specific demographics and most talk about Recency, Frequency and Monetary (RFM).  My experience suggests that only another two or three hundred are important in getting a complete picture of your customers' behavior.  Even then, they never seem to quite match what you're looking for.  You might guess that soccer moms probably drive SUV's since lots of them do in your neighborhood... but is it worth getting vehicle type when it will only match on 5% of your customers.  I never cease to be amazed at how difficult it is to get just what you're looking for.  Read More...