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Loyalty Builders Marketing Blog

Why response models are the wrong way to target

RSS Fri, 02/03/2012 - 15:09 - Mark Klein

Who to target is a crucial question for direct marketers, and response models are a popular but difficult solution. No one wants to send spam or junk mail. David Baker takes on the problem in a recent blog post. Now Baker is a very smart guy.  His position at Acxiom gives him great insight into what’s happening in email marketing. When he’s the author of the latest Email Insider post, I read it right away.

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RSS Wed, 01/11/2012 - 12:44 - Mark Klein

A few weeks ago I met a gentleman who said I couldn’t predict what his customers would do.  “Our customers’ tastes dictate what they’ll buy”, he told me, “and you can’t measure an intangible like taste.”

He was quite surprised when I told him we’d been doing it for years.  And I suspect he didn’t quite believe me until I showed him how we do it.

At Loyalty Builders we measure taste using the algorithms we’ve developed over the last 10 years.  With this proprietary math we can predict the likelihood of each individual customer buying each individual product.  The methodology scales nicely so the number of customers and products is, for practical purposes, unlimited.

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Credit Cards Or Transaction Data

RSS Mon, 11/14/2011 - 13:50 - Mark Klein

A recent Wall Street Journal  (10/27/11) carried a story about using credit card data to predict whether or not you will take your medicines as prescribed.

The article, “Next Frontier in Credit Scores: Predicting Personal Data” describes the Fair Isaac “Medicine Adherence Score” that “is based partly on how long a person has lived at the same address and whether he owns a car.”  The Journal notes  that “The proliferation of ’scores‘ highlights the widening trade in personal information, which is already fueling public concern about diminishing personal privacy.”

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Hunkering Down

RSS Thu, 08/25/2011 - 12:07 - Arthur Einstein

Marketing in a downturn takes nerves of steel.

Study after study shows that, tough as a downturn can be, it’s actually an opportunity.     Marketers with the guts to invest when conditions look bleak always emerge from a downturn stronger than if they’d headed for the storm shelter and pushed marketing to the back burner till the storm blew over.  

But how can you afford to be a take-no-prisoners marketer when you may have less money to invest?  Spend smarter!  Make every marketing dollar generate more revenue.  Here’s how it’s done.

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What Marketers Want

RSS Thu, 04/28/2011 - 04:13 - Mark Klein

You can’t kick back in this business. Over my many years producing software, I’ve learned that you can’t relax and coast on previous work.  There’s always room for a better version, even when you have produced something as game-changing as Longbow, our SaaS platform that aspires to be ‘direct marketing in a box’. And of course we here at Loyalty Builders haven’t been sitting back; if you are a client, you or someone else in your organization has been fielding calls from us as we try to determine what marketers need to do their job.

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