Who shows the best response to each marketing effort?
Nielsen showed an example where responsiveness, combined with product usage, identified one consumer group where marketing expenditures would be three times as effective as on another group. They advocated running consumer mix models to capitalize on such differences. They have Spectra Lifestyle and Life Stage demographics for stores, TV and cable channels that can be used to go the extra step and optimize the marketing mix for the optimal customer types. These are only highlights of things that caught my interest. For more complete details check the IIR website at www.iirusa.com for the availability of papers.
