Introduction: How important is the target group to the success of your direct marketing campaign? Ed Mayer in his 40/40/20 formulation, attributes 40% of the campaign success to the accurate selection of the target group, 40% to the offer and 20% to the quality of the creative. Given its importance, understanding the motivation for the target group is a good place to start a discussion on how it can be optimized. We look at the basics before considering advanced data analysis for the creation of target groups. This look at target groups applies to traditional direct marketing and telemarketing as well as digital marketing. View full article....