Summary of Case Study Results

• From iDine, we learned that you can track consumer behavior by using registered credit cards. It is easy to do. You can get many people to participate if you make it worth their while.

• From the National Australian Bank, we learned that Teradata computers and software permit you to “trawl” customer accounts every night to find people who have had significant changes in their bank accounts. We use segment marketing to develop rules to market to each situation.

• From Kmart, we learned that you can identify mothers-to-be based on their shopping behavior. Marketing to this segment was very profitable for Kmart, and was worth the effort.

• From the University of Toronto, we learned that you can reactivate lost customers using a creative database marketing strategy.