Targeting by Incrementality: What Marketers Can Le...
Strategic Analytics
marketing budget value allocation incremental | Status | Monday April 12, 2010 | By Hongjie Wang
In recent years, political strategists increasingly have used approaches and techniques that are remarkably similar to those in other forms of marketing. Direct mail and email campaigns have been around for a long time for candidates at all levels of political...
Leveraging Customer Segmentation for Marketing Mix...
Strategic Analytics
strategy marketing bayesian approach business segmentation mix | Status | Monday April 05, 2010 | By Hongjie Wang
Recently, I was on a round-table panel with several senior marketers on the topic of marketing mix modeling and planning. One of the questions we spent quite a bit of time discussing is the challenge associated with media/channel attribution in a social...
Rethinking Your Most Valuable Customers
Retail Customer Relationship Management
analytics retail | Analytics | Monday March 15, 2010 | By Gregory Grudzinski
Retail marketers would do well to start thinking of "Most Valuable Customer" as a state or phase that a subset of customers will pass through rather than as simply being a discrete set of shoppers. Doing so will quickly shift the internal...
Four Ps of Marketing and Strategic Analytics
Strategic Analytics
segmentations marketing analytics customer mix modeling | Status | Wednesday March 10, 2010 | By Hongjie Wang
Normal
0
false
false
false
EN-US
X-NONE
X-NONE
MicrosoftInternetExplorer4
...
A Simple and Useful Metric to Supplment RFM
Strategic Analytics
targeting customer heterogeneity model probability rfm | Status | Monday March 01, 2010 | By Hongjie Wang
RFM (Recency, Frequency and Monetary) has been one of the most popular and important approaches for segmentation and target modeling in direct and database marketing for the past 50 years. There are many variations and extensions to the basic RFM. For example,...
2010 Retail Outlook: Forget “The New Normal”
Retail Customer Relationship Management
analytics retail | Analytics | Wednesday February 10, 2010 | By Gregory Grudzinski
(The following article originally appeared in the February Edition of the Fulcrum Marketing Newsletter.) Let’s start 2010 by striking the phrase “the new normal” from the collective lexicon. It suggests that a predictable, steady state lies...
Is Your Customer Base Changing?
Data-Driven Marketing
retail marketing segmentation | Data | Thursday February 04, 2010 | By David King
A couple of weeks ago I began to write an entry about a phenomenon we often speak to our clients about: how it is important to focus on cultivating and retaining best customers, but at the same time, it is just as important to watch for changes in the customer...
The Next Big Thing in Interactivity?
Data-Driven Marketing
interactive technology marketing | Technology | Wednesday February 03, 2010 | By David King
The evolution of interactive marketing may be close to taking its next big leap forward. Let's face it, despite the fact that we use "interactive" to describe digital marketing, there's relatively little true interactivity. Most interactions still...
Directing Segmentation
Data-Driven Marketing
segmentation customer insights modeling | Data | Wednesday January 13, 2010 | By David King
With the arrival of the new year (and new marketing budgets), more than a few companies may be contemplating developing and implementing a new customer segmentation. Having seen my share of such projects over the years, I'd like to offer a specific suggestion...
