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5 Data-Driven Decisions You Can Make Today

RSS Wed, 03/11/2015 - 04:07 - Mark Klein

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Marketers have heard plenty about the tremendous promise of data-driven marketing, but when it’s time to make decisions about campaigns, budget, and offers, where do you start?

Trends and statistics akin to a crystal ball reside within that massive pile of existing customer information that can predict the future, improve response rates of campaigns, and increase retention and revenue from current customers. Here are five places to start leveraging customer data, alongside your own instincts, to improve campaigns.

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The Personalization Conversation

RSS Fri, 03/06/2015 - 11:51 - Peter Moloney

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If you like movies and love the old Westerns, you know that the bartender knows the name of everyone who walks into the saloon – even the bad guys.

Today, we use technology to address people by name. We sometimes call it personalization. For a long time, it was considered the next big thing in marketing.

But a couple of articles that have appeared in Direct Marketing News recently, point to troubling confusion and misconceptions about personalization.

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What If You Can't Afford Predictive Analytics In Your Marketing Budget?

RSS Wed, 03/04/2015 - 17:34 - Peter Moloney

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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.

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Overcoming Obstacles To Relevant Marketing

RSS Mon, 03/02/2015 - 09:07 - Mark Klein

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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.

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What To Do When You Know What Your Customers Are Going To Do

RSS Thu, 02/26/2015 - 07:00 - Mark Klein

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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?

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