Predictive Marketing Blog
  • Reach Analytics Adds The Fastest, Easiest Way To Maintain Your Marketing Database To Its Self-Service Predictive Marketing Cloud

    This morning, we announced the launch of “Reach Integrity,” our innovative new data cleansing product, as well as significant updates to our best-in-class predictive cloud for brands, agencies, and not-for-profits. Adding Reach Integrity to our Predictive Cloud opens many doors for brands and agencies alike. Brand and agency marketers can now leverage Integrity’s highly accurate …

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  • The Predictive Marketer’s Dilemma: Customer Acquisition or Response Optimization?

    Modern marketers know that predictive analytics fuels growth. Research shows that over $100 billion will be spent on AI and predictive globally, across all industries, by 2025, but how can marketers be sure they’re maximizing their campaign success with the right predictive strategy? What if your next best customer isn’t a ‘net-new’ prospect? It happens …

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  • Clickers vs Buyers: Using Predictive Marketing for Successful Digital Campaigns

    Filtering and targeting can be extremely rough when you kick off your digital campaigns by putting a lot of waste into your campaign iterations, but campaigns don’t have to start out this way. Applying direct marketing-style principles can improve online advertising and help marketers paint a better picture of their customer profiles than they can …

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  • Predictive Marketing Vlog #005 – SIIA Annual Conference

    Ben and Bruno go to the SIIA Annual Conference & CODiE Awards, and Bruno moderates a panel: “Predictive Analytics – What is it? And why does it matter?”

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  • Reach CEO To Moderate Predictive Panel – SIIA Annual Conference

    The SIIA Annual Conference and CODiE Awards is coming to the Hilton San Francisco Financial District, June 11-13, and Reach CEO Bruno Delahaye won’t just be there, he’ll be moderating a panel discussion about predictive analytics! About SIIA Through the 2018 Annual CODiE Awards, SIIA Annual engages people from around the world with globally recognized …

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  • Predictive Marketing Vlog Ep. #004 – Click Baby Click!

    Ben talks about the difference between a clicking audience and a buying audience and Bruno joins his for a quick Q&A.

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  • Predictive Marketing Vlog Ep. #003 – Campaign Optimization

    Ben and Jessica talk about the science behind ROI and campaign optimization and why suppression prospects can be make-or-break for your marketing campaigns.

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  • The 2018 Predictive Marketing Landscape: From Manual to End-to-End Automation

    Predictive analytics isn’t just for Fortune 500 companies these days. Brand marketers, at companies both big and small, are getting cozy with their data and are using it to their advantage. Yet, with so many variations in predictive analytics solutions, it’s more difficult than ever to discern which program is the best fit for your …

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  • The ROI of Predictive Marketing: Improving Net-New Customer Acquisition With Artificial Intelligence

    In a recent blog, we took a look at the ROI of optimizing campaign performance for existing prospects with response modeling. In this article, we’re exploring the ROI of net-new customer acquisition using look-alike (clone) modeling and how you can identify an entirely new—best—audience for first-time campaigns. For years, the status quo has been marketers …

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  • Predictive Marketing Vlog Ep. #002 – Consumer Targeting

    Ben and Colin take a closer look at what people are doing right and what they’re doing wrong when it comes to predictive marketing.

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  • Acquisition Modeling: Not Your Grandfather’s Modeling Approach

    “How do I best spend my advertising dollars to maximize the success of my business?” This was the question asked by retail and advertising pioneer John Wanamaker, and it’s a question that has only grown more complex in the omni-channel, disintermediated, digital world. I began my career advertising in print media, radio and TV in …

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  • V12 Data Chooses Reach Analytics As Predictive Marketing Partner

    After a rigorous analysis, we are excited to announce our partnership with V12 Data. An omnichannel data powerhouse and industry leader in automotive data, V12 Data chose Reach over multiple competitive vendors for their predictive marketing platform, white-labeled for V12 and their clients. V12 Data was looking to add to their predictive modeling system to …

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  • Predictive Marketing Vlog Ep. #001 – Welcome & AI Trends

    Reach’s VP of Marketing, Ben Barenholtz, responds to RAPP’s question about the future of AI with help from VP of Engineering, Chandra Pisupati.

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  • The ROI of Campaign Response Optimization with Predictive Marketing

    As marketers, we often make the mistake of mailing too many people and often have difficulty determining how far down in our lists to market. It’s a question that we ask ourselves with every campaign, and the problem isn’t going away. Most campaigns have thin ROI margins to begin with making it far too easy …

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  • Transparency In Marketing Is Knowing Who You’re Reaching

    Transparency in marketing means knowing who you’re communicating with. In a digital world, it’s easy to lose track of who you’re actually marketing to, as you drown in a sea of aggregate target audiences whom you’ve been told are your ideal prospects—but are they? When I think of problems in transparency, I’m reminded of Shutterfly’s …

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  • Boosting Marketing Campaigns With Data Integrity

    Direct mail is one of the most effective marketing channels in terms of response rates, but it also isn’t the cheapest. The most effective way to cut down on direct mail costs is to make sure that you’re mailing the right person at the right time. How Clean Are Your Mailing Lists? Unfortunately, marketing lists …

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  • Google Updates AdWords: Now Able To Better Ingest Predictive-Targeted Lists For Search Advertising

    Google recently rolled out an update to their Customer Match feature in AdWords. The update will let marketers target specific individuals by inputting the person’s postal address and phone number. The Matching Game Previously, advertisers were already allowed to create and target custom audiences for search campaigns, but were only able to upload and match …

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  • Reach’s Cloud Predictive Marketing Grows Significantly in 2017

    2017 was a big year for marketing AI. It was the year we lifted B2C predictive marketing into the cloud and the year both consumers and marketers really got a glimpse of the potential of marketing AI in general. We’ve seen predictions that AI will transform entire industries and we’ve been warned that it could …

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  • The Value of Predictive Targeting & Direct Mail

    At Reach, we specialize in direct mail marketing and consumer targeting analysis. It’s what we do. One of the common problems in direct mail, like with many marketing tactics, is that senders aren’t accurate enough with their targeting to make campaigns successful. Mailing people unlikely to respond or make a purchase is very costly and …

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  • AI-Assisted Consumer Targeting 101 – Part 3: Profiling, Scoring and Takeaways

    AI was just named the Marketing Word of the Year 2017. It’s kind of a big deal. As we’ve said before, AI is one of the hottest growth areas in marketing and modern marketers need to learn to harness the power of predictive analytics and AI to stay competitive. Data-backed insights will be integral to …

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  • AI-Assisted Consumer Targeting 101 – Part 2: Segmenting, Wrangling and Modeling

    It’s not news that modern sales and marketing teams are harnessing the power of predictive analytics and AI to stay competitive. Predictive modeling uses data to solve business problems and ensures that key insights about current and potential customers don’t go undetected. Predictive analytics is one of the hottest growth areas in marketing and many …

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  • AI-Assisted Consumer Targeting 101 – Part 1: What You Need to Know About Predictive Models

    The discourse on predictive analytics and AI is prolific these days, especially in the realm of sales and marketing. The truth is, sales and marketing teams can no longer afford to miss out on important insights about existing and potential customers. They need the ability to solve business problems using data, lest they be pushed …

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  • Reach Analytics Announces New Total Addressable Market (TAM) Functionality to Predictive Cloud Platform

    Whether you’re bringing a new product to market or checking out a new sales region, knowing your total addressable market (TAM) is critical to your success. Not only do you want to assess a suitable market, but you also want to identify a market with growth potential. In other words, you need to find the …

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  • If A Predictive Tech Company Has A Birthday Party, Does It Know Which Presents It’s Going to Get?

    Eight decades ago Alan Turing applied early predictive analytics to decode German messages during World War II and helped win the war. Fast forward to today and predictive analytics has edged its way into mainstream business and progressed to become a practical form of AI (artificial intelligence) that’s increasingly influential across marketing and advertising. Predictive …

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  • Reach Analytics Launches New Response Modeling Features

    At Reach Analytics, we’re heading into Spring with a bang by announcing brand new response modeling capabilities for our predictive marketing platform. The new features are now live and available for use by marketers to increase their campaign response rates. The reach predictive platform is the first offering in the market to give consumer-facing marketers …

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  • What Do You Think You Know about Affluent Consumers?

    As America’s demographics shift, the tastes and desires of affluent buyers change as well. The number and median income of affluent buyers, defined as Americans with more than $100,000 in annual income, is growing. Both millennials and older affluent buyers are interested in buying a home in the next three years, but not a McMansion; …

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  • Wine Marketing: What to Do and Not Do

    More than 38 billion bottles of wine find their way to shelves and consumers’ homes each year, which means you have many opportunities to reach your target market and win a coveted spot on their wine rack. Being the best producer is not enough to get you ahead, however. You have a lot of competition …

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  • More Brands On Board for Automated, Cloud-based Predictive Marketing

    Brands that want to go after net-new customers recognize the impact of predictive marketing, customer profiling, and customer acquisition on their success. This couldn’t be more evident as Reach Analytics experiences a growing number of companies looking to its automated predictive platform. One financial brand, Middlesex Federal Savings, F.A., a full-service community bank with more …

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  • Insurance for the Invisible Driver

    Google’s self-driving car tests have logged more than two million miles and many other companies are following suit. General Motors has predicted that autonomous vehicles could be commonplace as soon as 2020. Driverless cars are no longer just a concept; they’re about to be a part of everyday life. Insurance companies face a much different …

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  • Inte Q Taps Reach Analytics to Advance Customer Acquisition

    When it comes to brand loyalty, Inte Q – a loyalty marketing agency – has it on lock. Their loyalty programs, CRM, and paid-tier marketing are employed by big names across multiple verticals – including Adidas, Reebok, Eileen Fisher, Complete Nutrition, Pep Boys and more. The agency is known for exceptional talent in consumer profiling …

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  • The State of Retail: Know Thy Customer

    Retail seems to be taking a beating. For many companies foot traffic – and earnings – are in decline. The health of the US department stores and malls are “wavering between merely unwell to terminally ill,” depending on who you ask. Revenue from e-commerce is steadily increasing but can’t yet fill the gap created by …

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  • Are We Too Dumb to Use Data?

    Are We Too Dumb to Use Data? I have to be honest. After the lewd conversation between Donald Trump and Billy Bush surfaced recently, I wondered if it was the final nail in the coffin for the Trump campaign. Yet, as FiveThirtyEight details, GOP leaders are unlikely to pull the plug on the party’s candidate. …

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  • Responsible Credit Building Versus Long-Term Debt: Millennials Can Learn the Difference

      When Generation X went to college, a common rite of passage was getting access to their parents’ credit card. They were told to use it responsibly for emergencies and school supplies — or else they would lose their spending privileges. Gen X students also had many opportunities to sign up for school-branded credit cards. …

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  • How To Attract New Consumers (Like, New-New) To Your Brand

      You certainly want to draw new people to your brand. Who doesn’t? But are you bringing in people who are new to your space, or just fighting for existing share? When it comes to acquiring new customers, the best strategy is a balanced approach across the consumer journey. Companies commonly get stuck perfecting the later stages – i.e., in the intent, purchase …

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  • Demystifying Predictive Marketing for Brands

    The term predictive marketing can conjure up thoughts of either complicated data science or mystical fortune-telling. But it’s really not that complicated or mysterious. Prediction boils down to finding patterns in data, specifically patterns that let you calculate the likelihood of future actions or desired outcomes. For example, if you have customers who purchased a …

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  • Do Androids Dream Of Stealing My Job?

    You have self-checkouts at the supermarket and self check-ins at the airport, both reducing the need for human attendants. This was radical not that long ago, now these are common technologies. Meanwhile, the rise of the (sewing) machines is gaining ground, with robots tackling one of the few non-automated slices of the manufacturing world – …

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  • The VCR Is Dead, But Video Is Fast Forwarding

      The last remaining VCR manufacturer ended production last month, signaling the end of the Be Kind, Rewind Era. To be honest, news that VCRs were still on assembly lines past the century mark is shocking, especially with the rise in digital video viewers. Even more remarkable are the advances we are seeing this year with …

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  • 9 Tips for Email Marketers Worth Repeating

      Despite new marketing channels, like Instagram or Snapchat, email remains a great marketing tool. It’s fairly low-cost, highly measurable and provides swift feedback on your audience. These traits have made it a resilient channel in the face of emerging options. Despite its power and popularity – and the many, many guides available – email …

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  • The Problem with Assumptions

      The federal government recently dropped the bombshell that the “effectiveness of flossing had never been researched.” Never… been… researched? You’re telling me that despite dentists brow-beating us for decades about the benefits of flossing, there was never any conclusive empirical evidence? For years, we’ve been following this belief that flossing our teeth was essential …

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  • Verizon Put Yahoo Out Of Its Misery, But Why?

      Last week, Verizon said it was acquiring Yahoo for $4.83 billion. If you peer hard enough through the Bay Area fog, you’ll see the telecom giant for what it is – a new digital media company. One in the making, anyway. Back up to a year ago and you’ll recall the Verizon-AOL acquisition. That …

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  • INTERVIEW: 100 Tips For Customer Acquisition! (Ok, So Not 100)

    Last month, the Direct Marketing Association (DMA) held their 2016 Marketing Analytics Conference in Austin, TX where they brought together marketers and data scientists to connect and share strategies for improving contact points with customers. After the event, Reach Analytics CEO Bruno Delahaye sat down with conference organizer Marni Edelhard, Director of Content at Momentum …

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  • What To Avoid When Looking For List Rentals

    Successful list rental for customer acquisition programs relies on trying to find lists that match your current best customers. This can be difficult, so what exactly are your options? Single-sourced vs. Multi-sourced Lists Single-sourced list rentals are like they sound. They’re based on a single source of information, e.g. phonebooks, voter registration lists, or property …

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  • Informative Customer Profile in Minutes

    Having a strong understanding of who your customers are (customer profiling) is the central element in any marketing effort. Indeed regardless of whether marketers focus on more strategic activities like company positioning or defining target markets, or whether there are looking at more tactical approaches like marketing campaign design and execution, the first thing any …

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  • How to choose from different customer acquisition strategies?

    Customer acquisition is certainly the top marketing priority for most B2Cs companies and for that there are essentially two primary existing paths: 1. Broad market advertising: Newspaper/print advertising, radio, online banner ads, TV commercials … 2. Prospects List While the first one is certainly an effective medium for awareness, it is untargeted and therefore has …

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  • How to Find Your Best Prospects Using Analytics – Part 3

    In part 1 and 2 of this series, we examined how marketers sometimes employ incorrect or sub-optimal methods to define their target market for new customer marketing campaigns. In part 1 of this series we examined a direct marketing campaign with 17,000 sales and identified the demographic target of the new customers based on a …

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  • How to Find Your Best Prospects Using Analytics – Part 2

    It is imperative for marketers to efficiently use their advertising dollars in order to effectively reach the most likely prospects to buy their products or services in order to grow their businesses profitably. In part 1 of this series we examined a direct marketing campaign generating 17,000 sales and identified the demographic target of these …

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  • How to Find Your Best Prospects Using Analytics – Part 1

    Many Marketing departments start and stop developing their new prospect profile by using market research data from a new customer survey or analyzing their new customers with appended data to uncover buyer demographics. Advertising and marketing dollars are then aimed at the profile that isolated the variables and values containing the largest proportions of their …

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  • New Focus for Marketing Analytics: Lead Targeting

    For the past 15 years, retailers, banks, non-profit, catalog companies and many other B2C businesses have spent the bulk of their marketing budget on new customer acquisition. On the flip side, vendors have tried to convince them that they should be focusing their analytic efforts on existing customers in order to cross-sell, up-sell or prevent them from churning. These efforts have had limited success for the past 10 years. Whether vendors or companies are on the wrong path is not my point here, instead I want to explore how we can help companies with their primary pain points, namely:

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  • The Basic Principles of Predictive Analytics

    In common practice, statistical models are created by data scientists who use a very general language to select among a number of modeling packages. Languages grow in the number of features and the number of potential modeling packages is open ended. As the technology grows, the conceptual distance between the data scientist and the business end user will also tend to grow. Yet, the desire of the client to receive actionable information in a plain and intuitive way will always remain the same.

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  • Yahoo! Veteran Joins Reach Analytics as Vice President of Engineering

    Chandra Pisupati is joining the company as Vice President of Engineering to lead its Cloud application development. Bringing to this position more than 20 years of software development experience and nearly 15 years in development management, Chandra will play a key role in our growth. Chandra most recently worked as Director of Cloud Engineering with …

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