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OPINION
That
Damned Denominator by
Mark Klein
"...The fashionable marketing metric today is Marketing Return
on Investment (MROI) - how much revenue you get per marketing dollar… In
principle this is clean and neat. In practice it is a mess. The problem is that
damned denominator… how you determine your marketing costs..." Read
more.
LONGBOW IN THE NEWS
New
Home: While you’ve been busy with customers, we have packed up and
moved to new and larger offices. There’s lots more room and plenty of no
hassle parking for everyone including clients. You can visit us now in Suite
250 at 210 Commerce Way, Portsmouth NH 03801. Both zip code and phone numbers are the same.
New
Clients: Beyond analytics, we are now developing complete marketing solutions
for Sullivan Tires, headquartered
in Boston MA and 48HourPrint also Boston based.
New
Partnerships:
To help provide powerful end-to-end marketing solutions for our clients we
have partnered with Unigraphic of Woburn MA - for high quality creative services
and VarPortal - for connection to a broad range of IT services.
THEY
WROTE IT. WE LIKE IT.
"Customer Segmentation"
-
by David Baker, Email insider, November 16, "most people
don't realize that in email marketing, segmentation is not about defining
all your customers and how to treat them; instead, it's about helping you make
decisions at a very granular level…" Read
more.
HOW TO DO IT
From Mathematical Marketing (this ebook is available
on our website under "What’s
New". The two most common mistakes marketers make are: 1) sending the same
campaign to every customer, and 2) putting emphasis on their very best customers,
while ignoring many other potential purchasers. Both mistakes represent a failure
of customer segmentation. Doing customer segmentation and predictive analytics
right is not trivial. We’re going to show you how…" Read
more. |
We do the math. You do the marketing™.
Longbow is a web-based direct marketing system that quickly and easily predicts the future buying behaviors of your existing customers.
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"Segmentation
is easy. What’s hard is getting granular - creating a stream of differentiated
offers and putting them in the field. All I can say is if you're willing
to do the work it always pays off." Mark
Klein, CEO
See how your customers behave.
Download the eBook.
Join to see how math is changing marketing.
"In
times of change, learners inherit
the Earth, while the learned find themselves beautifully
equipped to deal with a world that no longer exists."
Eric Hoffer
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We'd like to hear from you! Send your comments to the editor Arthur
Einstein.
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