How the best customer analytics solution can fail if you ignore what it’s telling you. Many marketers are ignoring the biggest problem with their existing customer analytics based marketing, their large number of one-time buyers. For most catalogers and online merchants, that number is often 50% or more. Are they the biggest segment in your… 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