Chapter 4, Question 1

Chapter 4, Question 1
In what sense is behaviorgraphic information about customers more diagnostic of their future purchase behavior than is, say, demographic information? Historical information is the strongest information you can get for your audience. It can be used to predict the next transaction and it can be used to segment your marketing efforts. Also, if you have behavioral information, you can provide your customers and gather demo, geo, and psyco level data to build penetration models, or to target people who are not a customer, but they look just like a customer based on where they live, what they do, and what they think.