Month: May 2011

• Agencies

  Predictive Modeling Helps Focus Retention Marketing Resources

  Is it possible to know one’s customers better than they themselves do? When it comes to next-purchase or defection behavior, marketers can use predictive modeling techniques to identify target populations most likely to respond positively to a variety of efforts.

  Consider the contrast of a campaign focused with great precision through predictive modeling with a randomly targeted mailing. Predictive modeling might determine that the top 10 percent of customers by revenue represent the top 30 percent of customers likely to leave for a competitor. This information yields a readymade list of targets for retention efforts.

• Foundation And Targeting Segmentation Offer Guides For Customer Communication

  Several recent happenstances are transforming marketing. For one, the unprecedented explosion of data being created by consumers, businesses, and governments offers immeasurable value for organizations that use data to understand customer behavior, current trends and coming events.

  At the same time, online technology is empowering consumers to easily find the lowest-cost vendors, avoid ads that don’t interest them and influence purchase behavior of tens of millions of people via online reviews, tweets and blogs.

  Marketers need analytics to turn these mountains of data into insights and opportunities which will allow them to successfully connect with customers. An effective analytical framework helps marketers make smarter decisions as they execute strategies and plans, and enables analytically driven customer segmentation.

• Agencies

  Time Warner Launches Hispanic DR, Social Effort

  Time Warner Cable has launched a massive direct response television and print campaign promoting various services to Hispanic people.

• Agencies

  First Class to no Class: Learning Loyalty from a Flight Attendant

  No matter how much time and effort marketers pour into setting their loyalty program’s communications cadence or building the perfect awards structure, any earned brand loyalty can quickly disappear with one bad customer interaction. This reality hit me recently as I lived it—all because an airline moved me to first class.

• Agencies

  Groupon Meets and Greets via Sponsorships

  Groupon is flexing its muscles through a number of sponsorships. Up next, a larger deal, now in the planning stages; Groupon’s title sponsorship of the “Taste of DC,” a major event featuring local restaurants.

• Social

  Chicken of the Sea Uses Social Mermaid to Revitalize the Brand

  The effort involves online video, twitter, Facebook and even a branded casual game.

• Agencies

  Unified Databases, E-mail Hygiene Pay Out For Eldorado Resorts

  At Eldorado Resorts, databases talk to each other before talking to guests. These conversations keep members of its loyalty program from being bombarded with too many solicitations—or, even worse, with inappropriate messages.

  This quantity control effort is relatively new. Up through the summer of 2010, Eldorado’s various business departments, including its restaurants, casinos, showrooms, concert venues and hotels, maintained unlinked databases. Because of this, individual properties—like the Eldorado and Silver Legacy Casinos in Nevada, and an Eldorado in Shreveport—didn’t have a complete view of the value of their customers.

• Test Page for Blocks

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• Email

  Why Marketers Fail to Send Dynamically Segmented Emails

  Most direct mailers segment their promotions to customers, sending offers that their analytics have determined will be most responsive to this particular product or offer. They do this because it is a profitable approach. Dynamically segmented direct mail boosts conversions and profits.

• Agencies

  Subway CMO on the Brand’s “Commit to Fit” Sweepstakes (Take Two): Q&A

  Tony Pace, the chief marketing officer at Subway, talks about Take Two of the “Commit to Fit” sweepstakes promotion and the health of sweepstakes in general.