"Back-end marketing," working the customer file for sales and profits, is the lifeblood of most multichannel businesses. This session looks at dozens of strategies for segmenting, contacting and measuring the performance of your buyer file, as well as the role and challenges of the different channels in the process. You'll learn:

• The importance of customer segmentation and strategies to "attack" problem segments of your customer lists


• RFM and segmentation fundamentals and advanced modeling concepts for managing your customer list more profitably


• How to integrate and measure mail and e-mail contacts to customers for maximum sales and profits