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
Back in the day when my second company Channel Computing sold packaged software, we knew that someone wasn’t a customer just because he or she bought our product. Not until they opened the box, installed the software, and used it regularly did we feel they were a customer. Today, especially for catalogers and online merchants,… Read More
Have you ever thought about how much revenue you’re going to get in the next 6 months from your loyal customers vs. the ones you acquire? I’m betting it’s a big number – in the neighborhood of 95%. Now ask yourself what you’re doing to be sure the revenue you expect from loyal customers actually… Read More
We were asked this question the other day by one of the early readers of a new white paper we’re doing. The white paper is a comprehensive examination of how to segment a customer population. It will be published soon so keep a lookout. The question made us stop and think. Customer segmentation is hot… Read More
We’re often asked why our predictions are so uncanny, how we are able to achieve such success for our customers. Here we reveal our secret sauce. Everything we do follows from four best predictivey analytics practices: People are not all alike, and they don’t like being treated as if they are. This is why we… Read More
Marketers continue to puzzle over how to divide marketing dollars between recruiting new customers and keeping their current ones. They know they must spend money to keep current customers and get more sales from them. But the chase for new business is important too, and demands investment. It’s a dilemma that is often swept under… Read More