All of us could use some direct marketing help in today’s tough environment, and there are plenty of marketing services firms ready to sell their customer analytics solutions. But more than ever companies need to spend their money wisely and justify, in advance if possible, commitments they are about to undertake. At the risk of making our own life more difficult, we offer here the minimum set of requirements you should require from any customer analytics vendor you’re thinking of using.

1. Marketing campaign solutions. Don’t let a vendor try to impress you with tables of data. Make sure they can deliver fresh information into both your customer population and how you market to them. If the information surprises you, all the better.
2. Actionable recommendations. Make sure what the customer analytics vendor tells you will translate into marketing campaigns you can execute. Be wary if you are being asked to subdivide your customer population into twenty-five segments, from the one or two you had before. Make sure you have the resources to carry out the recommendations.
3. Proof. Proof that you will increase cusotmer revenue by following their plan. Ask for customer success stories before you commit. A reputable vendor will have an excellent idea of what they can do for you after a brief look at your customer transaction data.

Seems simple enough, doesn’t it? It’s not as easy as it looks, which is why you need to be demanding and persistent. Even with us.:-)

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