January 25, 2012 Jesse Roberts
Five ways to use predictive analytics to identify cross-sell and up-sell opportunities. Companies have access to more information about their customers than ever before. Yet many marketers struggle to capitalize on this wealth of knowledge in meaningful ways that allow them to cost-effectively enhance the customer experience, deepen customer loyalty, and secure future revenues. To
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September 26, 2011 Kris Kolve
Marketers generally spend the bulk of their time thinking about strategy, creative, goals, and the next campaign. Unfortunately, marketers often devote much less time to the critical question of how to measure success. But the way we measure actually affects the answers we get. And while selecting the right measures can be challenging, it can
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August 29, 2011 Hilary Murdock
It’s impossible to listen too closely to clients when they’re explaining why they need a social media strategy. But it’s possible to listen too closely to a client’s brand when trying to develop that strategy. Think about something you’re truly passionate about. It could be anything: music, volunteering, sports or cooking. When you discuss this favored
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August 1, 2011 Jesse Roberts
First, Facebook fans manage to get Betty White on SNL. Now, the latest “got milk?” ads have spawned “Got Discussion?”, a social-network campaign from the ever-clever milk people who’ve touched off a little brouhaha by touting the benefits of milk for the many long-suffering victims of PMS… men. Got discussion as to what segment of
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June 30, 2011 Jesse Roberts
From those of us who use Facebook, iPhones, PlayStations or dentists (did I leave anyone out?) to database marketers like me—consumer privacy issues affect us all. And more so every day, as identity theft and the misuse/loss of sensitive consumer data escalate and fuel a fascinating and contentious debate… with very high stakes. This month
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May 31, 2011 Jesse Roberts
The 2010 census story will be extremely compelling, and already pre-releases showcase the wealth and extremes of diversity emerging across the United States. The full dataset publication is slated for early-to-mid 2012, but one thing is already clear: The marketplace is quickly becoming a “Majority of Minorities.” Most database marketers leverage variables such as “ethnicity” and
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February 16, 2011 admin
Database marketers know that one of the most powerful tools in driving strong results is a predictive behavior model. Some of the most commonly used types of models include: customer look-alike, responder, cross-sell, and customer value. But once you have a model in place that is performing strongly, is there anything else you can do
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