Take a look at this monster!
Go ahead, click on it ... I'll wait for you.
This table is for the best customers ... a grade of "A". Each row represents a preferred Weighted Category ... if a customer spent more weighted historical money on Category 11, then you read across the row for Category 11 ... the numbers are the probability of a customer buying from any category in the next month.
Read across the row for Category 11. Tell me what you see??
I'll simplify it for you.
- No customer is more likely (by a long shot) to buy from Category 11 next month than customers who have spent the most weighted historical dollars in Category 11.
- For these customers, their preferred future categories are Category 11 and Category 12.
What should your email campaigns focus on, for this customer?
- Category 11.
- Category 12.
Now go do something about it!
This targeting methodology makes it really easy to do the right thing for a customer. If the customer prefers Category 11, give the customer what the customer asks for! Feature new products from that Category, and heck, add some of Category 12 for the customer as well.