In-Market Customers are the buyers in your database that are prepared or likely to buy again. Logically, that kind of customer intelligence would materially reduce missed opportunities. Marketers are beginning to use more sophisticated models, like a “Next Most Likely Purchase,” that pinpoint the window in which a customer is most likely to buy.
When you do identify those customers who are moving to “In-Market,” you’ve got the highest-performing segment of your database primed for spending. That’s not only based on who they are or what they bought in the past — but who they are to your brand at a given, and pivotal point in time.
This can be accomplished through the statistical methods that look across your customer base and the purchases. It can use peer groups based on buying behavior and timing of purchases for various groups of customers. These models can be very effective and have stunning ROI when the lowest cost touch is used first, and escalating touches and offers are used subsequently.