Identifying customer value and creating segmentation models in the absence of sales data


A lack of transactional data needn’t be a barrier to segmentation; it actually forces you to explore the more attitudinally-revealing areas of engagement, recency and frequency.  dR Agency examined non-fiscal interaction and touchpoints across disparate, multi-channel data sources to create a picture of ‘engagement value’ that allowed Dulux Trade to take a segmented and successful approach to cost-effective communications.

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