Based on the current version of Hillstrom's Zip Code Forensics (read about and buy here), I present you with the top ten most productive direct marketing customer regions --- the places where zip code marketing is likely to be most effective.
Number 10 = Eastern New Jersey.
Number 9 = Wyoming.
Number 8 = Boston / Providence / Cape Cod.
Number 7 = Southwest Colorado.
Number 6 = Southern Maryland.
Number 5 = White Plains & New York City.
Number 4 = New Hampshire.
Number 3 = Northern Virginia.
Number 2 = Connecticut.
Number 1 = Vermont.
Yup, good 'ole Vermont is the most productive area for direct marketing in the United States. In fact, outside of portions of Colorado and Wyoming, the East Central and Northeast United States, and New England are the most productive (demand per household) in the United States.
In fact, these regions spend 2.5 times as much per capita as do any other region in the United States.
Of course, this is actionable at a zip code level, because there are significant differences in spend by zip code and channel preference by zip code.
It does make one wonder about all of this multichannel marketing stuff. It becomes more and more clear that there are customer-specific micro-channel preferences and geographic influences that override multichannel best practices.
Omnichannel Theory / Customer Experience Theory is predicated on the hypothesis that when a customer does "more" the customer b...
RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
Look at the first four rows of our life table (values of 0/1/2/3). These are the first 12-15 weeks after a customer buys for the firs...
You probably run Life Tables for your customer file, right? Right? They've been around forever ( click here for a reference f...