Experian introduces scoring product for home shopping clients

by Daniel Farey-Jones, Brand Republic 07-Jun-05, 07:30

LONDON - Experian's marketing services division has launched a new prospect and customer scoring product for the home shopping sector.

Lifetime Value Score takes account of up to 6,000 variables to help marketers judge the future profitability of their current customers and prospects.

It ranks them between one (top) and 20 (bottom), in terms of their lifetime value, and against each brand offered by a client. The scores evolve according to the customer's future buying behaviour, financial status and life stage.

The product has helped home shopping companies in North America to boost response rates by up to 20% and improve campaign return on investment by up to 30%.

Gillian Buttree, marketing director of Experian's marketing services division, said: "The bespoke nature of Lifetime Value Score means that companies can, for the first time, quickly identify those prospects, enquirers, active and lapsed customers that are most or least profitable to their business in the short and long-term."

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