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Thu, 12/12/2013 - 15:21 - Mark Klein
During a radio interview last week, the host asked me why customer analytics are attracting so much attention lately. The question took me aback for a moment because the answer seemed so obvious—marketing using analytics produces far superior results than marketing done by the seat of your pants. We’re seeing a jump in business as more and more companies recognize this.Read More ›
Wed, 10/02/2013 - 07:23 - Mark Klein
I was in a car driving to Boston for an analyst briefing on October 1, 2013, the day the marketing revolution began. Where were you?
I was excited because we’d been preparing for this day for over two years. The status quo was about to go. There have been too many years of ineffective marketing, of plunging response rates, of overflowing junk mailboxes. Marketing budgets have been over weighted to acquisition, often ignoring existing customers to the point of neglect, even when those existing customers contribute the bulk of a company’s revenue. So-called customer-centric marketing has been an elusive goal. The ‘direct’ in ‘direct marketing’ has meant direct to the trash.
What needs to be doneRead More ›
Fri, 09/06/2013 - 09:26 - Mark Klein
Data-driven marketers routinely rely on transaction data and customer analytics to drive their programs. More traditional marketers hear their claims, perhaps even see the results, but don’t know what to do or where to start making data-driven decisions for themselves.
Our last blog post, Data-driven decisions you can make today, explained why marketers should use the data-driven approach and offered methodology for two such decisions. Here are three more decisions that are better and smarter when there is a data foundation driving your marketing choices.Read More ›
Wed, 08/07/2013 - 09:40 - Mark Klein
For crucial life decisions, I consult my head, my heart, and my gut. At least two of the three need to be in agreement for me to act. But marketing decisions are not life decisions, and marketers in general make most of their decisions based on their experience and their instincts.
Of late, however, as marketers realize the power of data to help them in their job, they want to start making data-driven decisions rather than relying on instinct or old habits. They often don’t know where to begin, so we offer here a guide.
We need to make an obvious assumption, that you do have data. We assume it exists in one or more of the following forms:Read More ›
Wed, 07/03/2013 - 09:27 - Mark Klein
Lately I’ve been reading predictions that direct marketing is dead. Maybe its got a slight case of indigestion. But dead? Not hardly. It’s still a huge industry, with 2012 expenditures estimated by the Direct Marketing Association at $168Bn, generating sales of almost $2,000 trillion.
That’s over 50% of all advertising, accounting for over 8% of U.S. gross domestic product, and supporting 10 million U.S. jobs. It’s hardly dead, but it is hurting badly.
The symptoms?Read More ›