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Loyalty Builders Marketing Blog

True confessions--the conversion of a non-believer

RSS Fri, 10/26/2012 - 18:30 - Mark Klein

These days I’m a fervent advocate of individualized marketing, where each customer gets a unique message*. We know it works, because week in and week out our customers run individualized campaigns that far outperform their previous ‘spray and pray’ campaigns and even their more sophisticated segmented marketing campaigns.

Yet only a few years ago, while I was vocally riding the ‘1 to 1’ bandwagon, while I was contributing to the Peppers and Rogers Group’s 1to1 Media, while I was mouthing off about ‘right offer to the right customer at the right time’, I didn’t believe that true 1 to 1, true individualized marketing was really feasible.

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When attribution becomes guesswork

RSS Wed, 08/29/2012 - Mark Klein

At Loyalty Builders we are big believers in the power of direct marketing to generate revenue.  We’re not alone.  Catalogers, emailers, and multi-channel merchants send huge volumes of all types of communications every day.  But the way some of them measure the effectiveness of their campaigns has us scratching our heads.

All companies want to reduce their marketing costs without impacting revenue - especially catalogers facing the escalating costs of postage. Their main tool for measuring the effectiveness of their campaigns is attribution, the process of allocating sales revenue to the various pieces of marketing material sent to the customers who made purchases.

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I know your business is different. So what?

RSS Mon, 07/30/2012 - Arthur Einstein

After 12 years doing customer analytics the phone keeps ringing. 

More and more business people are seeking us out because of the growth of behavior based marketing. But even in the face of the good results we’ve gotten for our customers, some are skeptical.

“I don’t know if you can help us,” they’ll say, “because our business is different.”

This drives us crazy!

Of course their business is different.  But for marketing purposes who cares?
 What matters is that their CUSTOMERS are different.  And we’re not talking just about differences in demographics.   

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The Stone Age didn’t end because they ran out of stone

RSS Wed, 06/27/2012 - Mark Klein

These days, I’m a walking contradiction of confidence and frustration.

The confidence comes from the day in / day out, consistently great results we are helping our customers get with their direct marketing.  Yesterday one of our customers reported the results of an email campaign to almost a half million of their customers.  Half got their business-as-usual, spray-and-pray standard email.  The other half got individualized emails, with each customer being offered products that we determined they were ready to buy. The individualized emails produced $0.99 MORE REVENUE PER EMAIL than the one-size-fits-all message. When you multiply by the total number of emails, that’s a very big revenue lift.

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The Data Wars

RSS Wed, 05/16/2012 - Mark Klein

The reason we collect data is to answer questions.  For marketers, those questions are usually about customer buying behavior—who is ready to buy, what they are likely to buy, which customers might defect. But marketing data is in trouble.

Lately, with Google snatching customer information wirelessly with drive-by mapping cars and companies surreptitiously tracking customer behavior on their web sites more questions are being raised by data than are being answered by data.  The war between the data hounds and privacy advocates is heating up.

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