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Some Customers Are Kings...


Enterprise -- In Box

SOME CUSTOMERS ARE KINGS...

Database marketing, the art of analyzing customer data to target marketing campaigns most effectively, has been pricey and too technical for small business, marketing experts say. Now, TargetSmart Inc. (888 698-2233, www.targetsmart.com) has $495 software designed for small business. Based on your sales data, TargetSmart segments customers into "best" (frequent big spenders), "frequent" (but low spenders), and other categories. Cosner Comtech Inc., for example, which sells two-way radios and cell phones in Montana, found that 12% of customers brought in 56% of revenues, so it targets them with special promotions. IBM (www. ibm.com/bi) also offers a variety of data analysis services--they call it data mining--on an outsourced basis. Analysis of up to 10 gigabytes of data costs $2,000.EDITED BY EDITH HILL UPDIKE


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