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Penetration Analysis

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Penetration Analysis - definition(s)

Penetration Analysis - A study made of the "share of market" held by a given mailer within various universes by classification or other demographic characteristics. For business mailers, the chief means to ascertain which markets by SIC and number of employees are most successfully penetrated in order to prospect more efficiently. This type of analysis is preceded by a customer profile based on SIC and number of employees. Sadly, most Business-to-Business mailers do not as yet utilize an 8-digit SIC, and the number who have found the great advantage of a "Share of Market" study is still surprisingly rare.

[Category=Database Marketing ]

Source: Postcom, 26 March 2010 08:16:45, External






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