How is multivariate data analysis used in marketing?

May 9, 2012By Simon FosterCustomer Analytics Training, Direct Marketing Training

‘Multivariate’ means ‘many variables’ and in the context of marketing it usually means analysing multiple variables from customer records to get a deeper understanding of the customer base. This increased understanding of customer behaviour permits the development of customised offers, relevant creative messaging and more accurate media targeting – particularly with techniques like email and … Read More

Is Social Media CRM’s new platform?

May 6, 2011By Simon FosterCRM Training, Customer Analytics Training, Digital Media Training, Social Media Training

For many years CRM has been a “direct” channel delivering one way communications to customers. Now, with the advent and maturity of social media networks brands have the opportunity to engage in more balanced and cohesive discussion with customers and consumers. Social media with its wide accessibility and easy to use functionality offers brands a … Read More

What is predictive modelling in marketing?

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

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 Training, Direct Mail Training, 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 Training, 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