No doubt there will be many a New Year marketing prediction over the next few days. The most common theme is likely to be that mass marketing will decline and be replaced by new and emerging channels and techniques. This year, I’m not going to make any such prediction. This year I’m standing in defence … Read More
Year: 2010
What is predictive modelling in marketing?
Predictive modelling is a term with many applications in statistics but in database marketing it is a technique used to identify customers or prospects who, given their demographic characteristics or past purchase behaviour, are highly likely to purchase a given product. In this context, ‘predictive’ does not simply mean predicting the future; it means identifying the quantitative factors … Read More
On a clear day: Measuring ROI in Social Media
Measuring ROI in social media is a big concern for marketers as they consider moving budget away from traditional media channels and into social media activity. But before they can invest in social media, marketers need to get an idea of what it can contribute to their brand. This has driven a debate about measurement … Read More
What can a database record tell us about customers?
Your customer database is a potential fountain of opportunities to improve campaign targeting, creative messaging and return on marketing investment. Good database analysis can have a huge positive effect on your business. Your database can tell you who your customers are, where they live, what kind of people they are, what they buy, how they … Read More
Data planning and market research – mind the gap
I once attended a research debrief to report the results of a survey into the communication effects of a direct mail campaign. The survey asked if the target group had received the direct mail piece and what they thought of it. The survey results were not good. According to the research, hardly any of the … Read More
Marketing data analysis gets you closer to customers
Smart data analysis can be a major source of campaign insight and even competitive advantage for brands and advertisers. The customer data owned by a brand advertiser can reveal Exactly who buys a given product or service Detailed information about the characteristics of those buyers Which other products and services they buy Which product and … Read More