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
Month: October 2010
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