Ecommerce: Data Mining Attributes for Lapsed Buyers

[mandy]

Customers who last purchased 13-60+ months ago are big-time fun for folks who mine databases. If you have direct mail, catalog, online marketing, or e-mail marketing programs, consider use of the following attributes.

Attribute #1 = Returns: Customers who return at least sixty percent of the merchandise they purchased are likely to return merchandise in the future. If you're looking to trim marketing expense, here's a place to do so without negatively impacting profitability.

Attribute #2 = Fulfillment: Customers who failed to receive items in their last order are often less likely to order in the future than are customers who receive what they wanted to purchase...

full article and all 43 attributes: http://minethatdata.blogspot.com/2008/10...s-for.html