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Moneyball and Marketing: Challenging Conventional Data Wisdom

By Tim Girgenti As a baseball-mad boy growing up in Houston, there were certain basics that I could count on seeing in the newspaper every summer morning. If I wanted to evaluate a hitter, I looked a

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Dec. 20 2011

Voice Of Customer Data Worth Collecting And Analyzing Despite Challenges 3

Analyzing customer opinions can provide valuable insights. This knowledge, however, is not easily gained. Knowing how to collect this information without biasing it, and aggregating qualitative — non-numeric — data can be daunting. Chris Cottle, executive vice president of marketing and products for Allegiance, offers thoughts on best practices in aggregating and using customer opinions.



Dec. 16 2011

Why You Shouldn’t Over Segment Your Prospecting Database

Over the last few years, data marketers have gone to extreme lengths to cherry pick what they think is the perfect audience for each communication they send. But is this approach producing a profitable universe—or just a small one?



Dec. 13 2011

Customer Loyalty: The Gift That Keeps on Giving

Loyalty efforts traditionally provide rich amounts of data on a member’s transactions. Transaction data, however, only reveals what a loyalty program member is currently buying. Transaction data rarely provides insight on what else the member could be buying, the reasons behind the purchase or what differentiates this customer from others.



Dec. 12 2011

Tips for Using Your Database to Drive Revenue

Direct marketers usually aren’t very creative about how they take advantage of their marketing databases. Sure, modern marketing databases are used to make general decisions about whom to promote. Typically this is done with rules-based logic such as recency, frequency, monetary value (RFM) cells or—even better—with statistics-based predictive models. However, this is just scratching the surface of what a modern marketing database can do.



Dec. 08 2011

Mobile, Social Data Transforming Marketing for the Holidays—And Beyond 9

Almost every CMO went into Black Friday and CyberMonday with one thought in mind: shoppers are more price-sensitive than ever before. But what actually happened on Black Friday and CyberMonday radically shifted the conversation. Consumers spent like mad—online and on mobile devices.



Dec. 01 2011

Best Practices for Using Cooperative Databases

Cooperative databases account for at least 80% of all consumer prospecting. Names selected from a co-op are super multiple buyers who respond well to any number of different offers. These buyers have been modeled from actual buyer files and are therefore they are highly qualified names. What’s more, they represent a good value for the money renting for $70 per thousand or less.



Oct. 24 2011

How Database Marketing Can Turn Companies Around

“Moneyball,” the current hit movie based on Michael Lewis’ 2003 book by the same name, is a story that has two important lessons for direct and database marketers.



Sep. 12 2011

Data Helps Expo Washable Markers Find Best Party Hosts

Mothers who weren’t chosen to host one of the at-home parties held for Expo Washable Markers on June 11 shouldn’t feel slighted: Only 1800 hosts were selected from more than 24,000 applicants. That’s an acceptance rate of less than 7.5%.



Aug. 15 2011

When Does Reactivation Modeling Make Sense?

The ability to ask the right questions is a critical factor for effective analytical work. This is the key point I made in a recent article, “Asking the Right Questions in Data Analysis” I also noted that asking the right questions typically does not require an advanced degree in statistics.



Jun. 06 2011

Automated Data Systems: Why the Human Touch and Quality Control Matter

Faced with tighter schedules, more information than ever to manage and greater expectations from upper management, many marketers are turning to automated data-marketing systems.