Predictive Marketing Blog

Posts in: B2C Marketing

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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