- About Us
Thu, 04/09/2015 - 17:20 - Peter Moloney
Would you be interested in a machine or “magic box” that turns every $1 you put in it into $10? Sound crazy? Well, at Loyalty Builders we have one of those. It’s for retailers, CPG and B2B companies that have lots of products and lots of customers, and who target those customers with promotional campaigns.Read More ›
Mon, 03/30/2015 - 09:47 - Mark Klein
It happens so often there's even a catch phrase. “One and done” is what marketers call customers who make a single purchase and don't return for more. If a substantial number of your customers are one-time buyers, you have a serious business problem.
Very few companies make enough margin dollars from a first purchase to cover acquisition cost, so every one-time buyer is a hit to profit. Even if your company does profit from the first sale, having a large one-time population means missing out on revenue from follow-on sales.Read More ›
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)!Read More ›
Wed, 03/04/2015 - 17:34 - Peter Moloney
Twenty years ago, if you wanted a marketing piece to look good, you had to go to a professional graphics service to get it typeset, and then a printer to get it printed. Now everybody can do that on a PC.
But then again, you can now use purpose-built templates to make your own just-about-anything: really good-looking marketing pieces, websites, emails, you name it. In other words, you can go a long way for a lot less time and money these days.Read More ›
Mon, 03/02/2015 - 09:07 - Mark Klein
There are several different names for relevant marketing: personalized marketing, individualized marketing, one-to-one marketing, micro marketing are some we’ve heard. Lots of companies want to do it, primarily for two reasons: customers are objecting to “one size fits all” spam, and vendors believe that relevance raises response rates. But whatever you call it, and regardless of your motivation, there is little consensus on how to communicate in a meaningful and unique way to each of your customers.Read More ›
Thu, 02/26/2015 - 07:00 - Mark Klein
If you knew the river was going to flood, would you head for higher ground? Of course you would.
If you knew more than a hundred new people would show up at your door to buy today’s special, would you plan to have that special in stock? You’d be foolish not to do so.
Now, if you knew which customers were likely to defect, or to buy certain products not previously purchased, what would you do? What would your emails say? Would you act differently than you do currently?Read More ›
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.Read More ›
Thu, 04/26/2012 - Mark Klein
Granted, I have a smart dog, a young poodle named Charley. It usually takes only a few days and a few treats for Charley to master a new skill. Many traditional marketers have a harder time with something new, and we know about the difficulties of teaching old dogs new tricks.
I’m talking about marketers learning alternatives to RFM (Recency-Frequency-Monetary value), an old-fashioned but popular method for scoring customer behaviors. Just today I saw two more organizations still leaning on this outdated crutch.
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.
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.Read More ›