Value gap marketing: Customer value optimisation using database marketing

Your organisation's marketing database is a goldmine of customer information that helps you separate your most valuable customers from the rest. But are you getting as much value from your best customers as you can? Do you know that some of your low-value customers are worth even more than you currently think? Or which customers will be your best ones three years from now? Value gap marketing, an innovative methodology that heralds the next generation of database marketing, can help you determine which customers represent the greatest potential value over time. Value gap marketing is an eight-step process for getting the most out of your database marketing effort. Case examples are given from the fundraising, retail bank and credit card industries.