Leveraging data and adding value

Date of publication: September 1, 2000

Abstract:

This paper describes how 3M utilized an award-winning frequency marketing program, Reminder Service, to increase learning and add to customer value. Recognizing the potential value of the data being collected on consumer behavior, 3M solicited assistance to leverage this information and to maximize learning about the program and its impact. By networking with the fulfillment house, and bringing in the expertise of a research and database firm, the data was transformed from a customer mailing list into a relational database. A fifteen-month test period was authorized to allow for testing of various marketing initiatives. At the conclusion of the test period an analysis was completed to quantify the impact and measure the program’s ROI.

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