Hillstrom's Targeting: Primary, Secondary, Tertiary

This week I've shared with you my "Weighted Quality" process. It's an important process when considering who to target, as demonstrated yesterday.

I use the same weighting process to create six additional variables.

• Primary Merchandise Category Preference.
• Secondary Merchandise Category Preference.
• Tertiary Merchandise Category Preference.
• Primary Channel Preference.
• Secondary Channel Preference.
• Tertiary Category Preference.

These variables are pure gold!!

Primary / Secondary / Tertiary represent the categories or channels that the customer historically spent the most weighted dollars.

Example:

• $100 in Mens 0-12 Months Ago.
• $100 in Womens 13-24 Months Ago.
• $200 in Kids 25-36 Months Ago.

Weighted Values (recall earlier in the week?) yield the following:

• Mens = $100.
• Womens = $60.
• Kids = $70.

We now have Primary / Secondary / Tertiary categories.

• Primary = Mens.
• Secondary = Kids.
• Tertiary = Womens.

Tomorrow, I'll show you just how valuable Primary / Secondary / Tertiary categories are to a targeting process!