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| Critique of the Traditional
Approach |
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| The
classical approach to targeting (crosstabulation or tree-based classification
approaches) still works well in many industries. But in mature industries,
all the players have access to basically the same information. All
mortgage providers, for instance, target certain lifestyle, age and
income groups. The result is that all competitors end up chasing the
same high likelihood prospects. In these environments, what is needed
is intelligence that is not broadly known by other competitors.
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