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1. | Go on the Web and find a company that asks you to complete your personal profile. See what is good and bad about the way this company goes about it. |
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2. | Figure out how you could use customer profiles in your business. How can you collect the data? How will you give your customers an incentive to provide information? |
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3. | In the P&C case study, what was the cost per piece of the mailing?
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4. | In the P&C case study, why didn’t the P&C company select those with the highest revenue per sale?
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5. | Why are the best responders not necessarily the best people to target in a mailing? |
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6. | After a mailing to 100,000 customers, six of them telephoned to say that they did not like the text of the mailing. On what basis would you repeat the same mailing, despite these phone calls? |
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7. | If you ask 400,000 people to complete a profile and only 2 percent respond by doing so, on what basis could you say that the exercise was worthwhile? |
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8. | Could you use a Web quiz in your business? Who would take the quiz? What would be in it for them? |
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Answers
1. | Answers will vary. |
2. | Answers will vary. |
3. | (b) $547,559/1,264,571 = $0.43 |
4. | (d) Both b and c. |
5. | Because they may be the least creditworthy |
6. | If the mailing was profitable, you should not have your marketing program derailed by six malcontents out of 100,000. |
7. | If the revenue from the information and sales to the 2 percent is profitable after deducting the cost of the profile, the response rate is unimportant. |
8. | Answers will vary. |
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