Mailing List Services
Buyer History Analysis relies on having a master record for each buyer. Your mailing lists
is usually the first source of this information.
- Merging
This involves looking at dozens of different combinations of name, address, telephone
number, and credit card number.
- Buyer History Creation
This involves taking as much of your previous buyer data as possible, and matching it up,
along with information pertaining to the original orders. The number of tickets, the date
the order was placed, which lottery the order was from, the source codes; all this is
tracked and is used for the analysis.
- Data correction & validation
We can perform several types of data correction and validation. Commonly misspelled
address information can be corrected and normalized. For example, we can convert all
instances of "AVE" to "Avenue". Telephone numbers are adjusted to
include the area code, and to remove formatting characters.
Historical Analysis Services
Once the historical database has been created, we can perform two types of analysis - RFM
Analysis and Experience Rating. For a brief description of each, see our research library article.
- RFM Analysis
This mode of analysis looks at the recency, frequency, and monetary value of each buyer in
the database, and codes each buyer with a three-digit RFM code.
- Experience Rating
Experience rating classifies all the buyers based on their purchase patterns and provides
historical response rates for each classification. It tells you what percentage of each
class continued to purchase in the next lottery. It is a valuable tool for predicting the
response rates of existing buyers for future lotteries.
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