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Mastering Information across Economic Cycles                                                                                                     163

                         Reduction in Mailings w/Increased Response Rate  5%
45

40
35 4%

30

                                                                                                                         3%
25

                                                                                                                                          Mailed
20 Solicitations

                                                                                                                         2%

15
Mail/customer/year
                                                                                                                                  Response Rate

10
                                                                                                                         1%

 5

0                                                                         0%
                     Before Mastery
                                       Road to Mastery

                                       Figure 7.8

                                       Mastery and Cross Sell

18%

16%

14%
12%

10%

                                                                                                                                                 Conversion

8%

6%
4%

2%

0%                                     Road to Mastery
                           Non-Master

                                       Figure 7.9

   Before beginning the road to mastery, many organizations
had the opportunity to cross-sell many products and services
but lacked the information to do so. Even if they obtained
the information, other missing elements of information com-
petency such as cross-business-unit cooperation and incen-
tives kept these very profitable initiatives from ever being
launched.
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