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Loyalty Builders Marketing Blog

The One-to-One Marketing Gap

RSS Fri, 03/20/2015 - Mark Klein


The mantra of one-to-one marketers is "right offer, right person, right time."

But a great many marketers who think they're fielding one-to-one campaigns are deluding themselves.  In reality they're sending many customers the same communication under the mistaken assumption that those customers' needs are identical to others getting that communication. 

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Drowning in Data, Starved for Knowledge

RSS Wed, 03/18/2015 - 13:30 - Peter Moloney

“We are drowning in information and starved for knowledge.”      
John Naisbett, Megatrends, 1982

Things haven’t changed much since Mr. Naisbett wrote his run-away best- seller 33 years ago. In fact, they’ve gotten worse. 

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Predictive Analytics? IBM finally gets the memo.

RSS Mon, 03/16/2015 - 08:58 - Bill Vorias

In the Wall Street Journal recently, we read that IBM is about to invest $4 billion  in “strategic imperatives,” including our favorite subject analytics. $4 billion is number that gets your attention (if you had the time and the patience to lay 4 billion dollar bills end-to-end, they’d go ‘round the earth approximately 16 times)!

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5 Data-Driven Decisions You Can Make Today

RSS Wed, 03/11/2015 - 04:07 - Mark Klein

Marketers have heard plenty about the tremendous promise of data-driven marketing, but when it’s time to make decisions about campaigns, budget, and offers, where do you start?

Trends and statistics akin to a crystal ball reside within that massive pile of existing customer information that can predict the future, improve response rates of campaigns, and increase retention and revenue from current customers. Here are five places to start leveraging customer data, alongside your own instincts, to improve campaigns.

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The Personalization Conversation

RSS Fri, 03/06/2015 - 11:51 - Peter Moloney

If you like movies and love the old Westerns, you know that the bartender knows the name of everyone who walks into the saloon – even the bad guys.

Today, we use technology to address people by name. We sometimes call it personalization. For a long time, it was considered the next big thing in marketing.

But a couple of articles that have appeared in Direct Marketing News recently, point to troubling confusion and misconceptions about personalization.

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