Predictive analytics improves marketing results. That’s hard to dispute these days, but it’s not quite right. Relevant messaging and attractive offers improve marketing results. Predictive analytics has the “potential” to help. It’s only potential because there is so much involved in doing it right. There is a broad diversity of algorithms and approaches for all… Read More
Right now, with widespread recognition of the importance of relevant communications, the ‘360 degree customer view,’ is a frequently heard piece of marketing speak. It’s also a misleading piece of s*** if all you want to do is predict the buying behavior, risk, and product interests of each customer so you can properly target campaigns… Read More
I see it all the time at trade shows – booths with signs that claim, “We’ll help you identify your best customers!” My mind boggles at the idea that companies need help figuring out who their best customers are. Of all the many types of customers a company has, the best ones should stand out… Read More
We saw an announcement in the WSJ recently about an agency start-up at WPP. The new agency is called “Gain Theory” – presumably because WPP now understands there’s a business in helping people sort through the data they’re choking on to unlock the value within. “There’s so much more information available about business performance, consumers,… Read More
According to data published by Caslon & Co. based on research by the DMA and PODi, personalized marketing content generates response rate 3x or more than static content for various marketing objectives, including ordering. You can scarcely read an article, blog, or presentation from pundits on the future of marketing without hearing it. Companies who… Read More