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Gaining Customer Attention is Step 1

Continuing on the theme of last month’s post “Every Campaign Gain is a Win”,  let’s discuss incremental gains. While measuring incremental revenue and profits is the bottom line, measuring incremental email opens and click through rate (CTR) is indicative of how well each wave of the campaign is performing. Just looking at email metrics, a [...]

Every Campaign Gain is a Win

We all set goals – email opens, email clicks, conversions, store visits, product purchases – for our marketing campaigns & programs. As we should! And typically those goals are high – 40% uplift, 20% incremental revenues or profits driven, 30% conversion. Many companies, especially when they are implementing more sophisticated techniques like multiple waves of [...]

Let’s put the Data back in Database Marketing

In the last year I’ve had numerous opportunities to explain what I do…and explain and explain…mostly to people who are involved in some aspect of marketing but not database marketing specifically.  To a person, when I’ve said “database marketing” they’ve said “oh you work with computers (database.)”   Well, I do some of my work [...]

Selecting the Right Marketing Program Metrics

As a quantitative market researcher – earlier in my career – I learned a couple of key lessons about research design which have held true as a direct/database marketer. Foremost, that you have to know what results you need, and what business decisions you need to make, before ever crafting a question. Call it a [...]

If Your Marketing Automation budget got an extra $10,000…

Recently I got into a conversation about incremental budget and basically how to optimize marketing automation with a shot of cash. My reply was to spend the additional funds on improving the data, specifically, data enhancement. This is the addition or overlay of elements that describe the prospect or customer fully, such as demographics/firmographics, psychographics [...]

Retooled and back in business!

It’s been a while since I’ve posted my thoughts on marketing automation and database marketing. After a bit of retooling of my own Nuts & Bolts, I’m back and ready to resume sharing my insights and experiences. Look for more frequent and shorter communications as well as a new focus on customer information and analysis. [...]

Building Customer Insight

I didn’t write the article I’m going to present, but I could have.  Which is not to compare or detract from Joseph M. DeCosmo’s wonderfully concise “survey course” in using customer insights to target relevant messages to the most receptive customers or prospects.  The Goal: make money from your customer data, right? I could have [...]

Customer Loyalty: Are We Overlooking a Key Factor?

Do we really understand what drives a customer’s loyalty?  How often is customer service measured and factored into the “loyalty” equation, as well as the calculation of a customer’s life time value? Today I read a post  “A lesson from LeBron James for loyalty marketers” cautioning brands to remember that today’s program offerings, promotions and [...]

B2B Segmentation: Which are the relevant behaviors?

Just the other day in my post,  “Digging Into Customer Behavior” , I listed some of the behaviors that appear to indicate strong purchase intent or seriousness and also mentioned that each one can have a different impact depending on the true interest of the Visitor. So, which of the behaviors is indicative of an [...]

B2B Marketing: Digging Into Customer Behaviors, Segmentation and Three Top Benefits

I’ve recently read about new trends in B2B Marketing:  the use of behavioral analytics, psychographic segmentation and data overlays.   (B2B Magazine, “Transformation via Sophistication” ) There’s no doubt that behavioral tracking and analysis shines a light on the pathways that lead from research to interest to engagement and on to conversion.  The trick is understanding [...]