Using Intelligent Profiling to Generate Smart Lists: An Empirical Test

Abstract

Kridel and Dolk [1] describe a web-based service that uses advanced data mining and dynamic model building techniques to conduct intelligent profiling. This smart list approach is designed to assist small- to-medium businesses (SMBs) in leveraging their analytical marketing capabilities. We begin validation of this approach by comparing the performance of the smart list for one target company versus the service provided by one of the industry leaders in customer list generation. Initial results indicate that the smart list approach outperforms the traditional approach by a substantial margin for both response rate and ROI.