Social Media Metrics Made Simple: Focus on Sales and Customers

February 20, 2012By Simon FosterAdvertising Evaluation, Digital Media, Media Planning, Social Media

I am amazed that so many people spend so much time defining and discussing social media metrics. Why? Because the answers marketers (and shareholders) want are very, very simple. Marketers want only one thing from marketing budget investment. Marketers want sales – sales are key; almost everything else is a proxy for some point on … Read More

What is predictive modelling in marketing?

October 27, 2010By Simon FosterCRM Training, Customer Analytics, Direct Mail, Direct Marketing Training, Media Evaluation

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

What can a database record tell us about customers?

October 12, 2010By Simon FosterCRM Training, Customer Analytics, Direct Mail, Direct Marketing Training

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

Marketing data analysis gets you closer to customers

June 28, 2010By Simon FosterCRM Training, Customer Analytics, Direct Marketing Training

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

UK advertising predictions 2009

December 16, 2008By Simon FosterGeneral

I think 2009 is going to be a year of immense change in the UK media landscape. But it’s not going to be the same for everyone. I predict that it will be a bad year for the traditional offline players whilst newer digital players will find 2009 painful but manageable. For many traditional media … Read More