More and more direct marketers are surveying their customers to learn more about their motivations. They want to "get inside the customer's head" to market more effectively. Unfortunately, surveys are expensive to administer and are prohibitively costly for large marketing customer files. How can a database marketing professional project results from a small sample survey of customers onto million-name databases? A new statistical technique called data fusion offers an inexpensive way based on cheap compiled overlay data.

You will learn:
• What data fusion is and whether to use it to apply survey data to customer files
• The best questions to ask in future surveys to cut the research budget
• How to apply past surveys successfully to your customer database