Real-time marketing is not always what it seems

RSS Mon, 11/30/2015 - 03:45 - Peter Moloney

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Instant delivery of marketing messages to customers, such as emails, ads or Web recommendations, triggered upon customer behaviors in real-time, is at the cutting-edge of today’s marketing tech. Watching Web activity, social interactions, and vendor engagements generates a lot of data that might indicate customer preferences and readiness to buy something.

There are a couple problems, however.

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Personalized marketing shouldn’t be personal

RSS Thu, 09/24/2015 - 06:44 - Peter Moloney

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Personalized marketing works wonders. If you can send each customer exactly the right offers at exactly the right time that gets them to buy more, you will maximize your revenue. The trick, of course, is figuring out what to send and when. For that, you need some sort of advanced customer analytics to predict customer interests and inclinations.

The problem is that cannot actually be done. Each individual customer and customer context is too complex to predict interests and behaviors with any real certainty. So what can be done?

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Personalized messaging vs. personalized marketing

RSS Sun, 08/02/2015 - 10:34 - Peter Moloney

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How many marketing technology vendors say they help you personalize your messaging to your customers? Um, hundreds perhaps? Maybe all of them? The problem is, most of them do not personalize marketing.

The first gotcha is the analytics. Personalized messages and offers can work like magic to lift returns, but only if they truly interest the customer. Otherwise, to the customer, it's just more noise.

So the analytics to determine what to say or what to offer each customer has got to be accurately "predictive." That means something much more than demographic or behavioral segmentation. It's sophisticated data science, beyond the scope of most marketing technology platforms not built specifically for this purpose.

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Why Aren’t You Personalizing Your Marketing?

RSS Mon, 06/29/2015 - 16:49 - Peter Moloney

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Are your marketing programs really delivering the most relevant, personalized message to each individual customer? If not, why not?

I'm not talking about inserting the customer's name in the marketing content. I'm not talking about delivering customized messages to different segments or groups of customers. I’m talking about putting the right offer in front of every "individual" customer at the right time — the one most likely to get them to buy now.

Is there a more important objective for marketing than that?

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Webinar Shows How to Raise Revenue in Retail, with Guaranteed Lift

RSS Wed, 06/24/2015 - 23:27 - Mark Klein

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Recently Datawatch Corporation and Loyalty Builders Inc. presented a joint webinar titled Harnessing your Retail Data to Raise Revenue. This video (31 minutes) is the Loyalty Builders part of the webinar.

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How to Get the Most Marketing Bang from Data You Already Have – Easily.

RSS Wed, 06/17/2015 - 22:20 - Peter Moloney

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Here in the Loyalty Builders Marketing Department, we recently sat down with several members of the Loyalty Builders’ team to get their unique take on how we help marketers just like you achieve astonishing marketing campaign uplift, with ease. Their answers weren’t surprising to those of us who see the success our customers see every day – but they might surprise you!

 

 

 

Who we interviewed:

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Taking the Pain out of Personalized Marketing

RSS Tue, 05/19/2015 - 18:38 - Peter Moloney

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Predictive analytics improves marketing results. That's hard to dispute these days, but it's not quite right.

Relevant messaging and attractive offers improve marketing results. Predictive analytics has the "potential" to help.

It's only potential because there is so much involved in doing it right. There is a broad diversity of algorithms and approaches for all sorts of purposes. As a result, most companies enlist skilled data specialists and find themselves clarifying their objectives because the typical approach is going to be expensive.

But it does not have to be anymore, depending on what you want to do.

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Marketing Speak That Makes our Teeth Grind at Night – ‘The 360 Degree Customer View’

RSS Wed, 05/13/2015 - 16:09 - Mark Klein

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Right now, with widespread recognition of the importance of relevant communications, the ‘360 degree customer view,’ is a frequently heard piece of marketing speak. It’s also a misleading piece of s*** if all you want to do is predict the buying behavior, risk, and product interests of each customer so you can properly target campaigns or personalize product offers and recommendations.

The idea behind ‘360’ is that with all the data companies are collecting about their customers, it’s now possible to build customer profiles that will identify which customers are good prospects to buy a given product.

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The Five Most Common Misconceptions in Personalized Marketing

RSS Thu, 04/23/2015 - 17:24 - Peter Moloney

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According to data published by Caslon & Co. based on research by the DMA and PODi, personalized marketing content generates response rate 3x or more than static content for various marketing objectives, including ordering.

 

 

 

 

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Free Webinar! The Drop-Dead Simplest Way to Boost Revenue with Predictive Customer Analytics

RSS Tue, 04/21/2015 - 22:02 - Peter Moloney

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Join us! Free 30 minute webinar!

Date: Tuesday, April 28, 2015

Time(s): Offered twice! Choose from 9am PT or 1pm PT

Register by clicking here.

 

 

The Drop-Dead Simplest Way to Boost Revenue with Predictive Customer Analytics

How customer data you already have can help you earn more revenue from your current customers.

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