Direct marketing is often a demographics-centric science, but a new study from Catalina finds that demographic characteristics are not always strong indicators of a consumers’ purchasing behavior. This could possibly be that brand targeting is often missing its mark—or that demographic predictors are simply not as effective for direct marketers as once believed.
To conduct the study, Catalina researchers examined 10 brands that targeted households headed by women ages 25 to 54. They then measured how much of the brands sales actually came from that targeted demographic. Here’s what they found:
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