Instant delivery of marketing messages to customers triggered upon customer behaviors in real-time such as page views, clicks, social interactions, location, etc., is at the bleeding edge of today’s marketing tech. Watching all activity generates a lot of data that might indicate customer preferences and readiness to buy something. But as many marketers have found… Read More
These days, I’m a walking contradiction of confidence and frustration. The confidence comes from the day in / day out consistently great results our predictive analytics help our customers get from their direct marketing campaigns. Yesterday one of our customers reported the results of an email campaign to almost a half million of their customers. … Read More
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… Read More
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… Read More
Companies grow top line revenue either by adding new customers or by selling more to their existing customers. Customer acquisition is a systematic, well-understood process bolstered with a technology assist through marketing automation software from vendors such as Eloqua, Marketo, Silverpop and Pardot. Raising revenue by selling more to existing customers is not nearly as… Read More
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… Read More