ABSTRACT
Marketers typically attempt to improve the effectiveness of their campaigns by targeting their best customers. Unfortunately, many marketers are unaware that typical target methods develop a descriptive prole of their target customer-an approach that often results in less-than-successful campaigns. The purpose of this chapter is to illustrate the inadequacy of the descriptive approach and to demonstrate the benets of the correct predictive profiling approach. I explain the predictive proling approach and then expand the approach to look-alike proling.
