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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 ›
Tue, 03/24/2015 - 09:00 - Peter Moloney
Marketing used to be a creative process, dominated by creative geniuses like Marshall Field, John Wanamaker, and Stanley Marcus; men who built great fortunes with their intuitive sense of what their customers wanted.
Marketing isn’t like that anymore. Analytics have replaced intuition - a less volatile, more dependable kind of creativity. Get the analytics right, and they will deliver accurate, actionable information about the thousands of customers you do business with but never actually meet.
Analytics is changing, too.Read More ›
Fri, 03/20/2015 - Mark Klein
The mantra of one-to-one marketers is "right offer, right person, right time."
But a great many marketers who think they're fielding one-to-one campaigns are deluding themselves. In reality they're sending many customers the same communication under the mistaken assumption that those customers' needs are identical to others getting that communication.Read More ›
Wed, 03/18/2015 - 13:30 - Peter Moloney
“We are drowning in information and starved for knowledge.”
John Naisbett, Megatrends, 1982
Things haven’t changed much since Mr. Naisbett wrote his run-away best- seller 33 years ago. In fact, they’ve gotten worse.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 ›