Archive for April, 2010

More Value (and profits) From “ZIP Code” Data

Thursday, April 22nd, 2010

As most direct marketers know, ZIP Code models are not new, but given this current economy this proven practice of targeting to improve results has taken on new importance. It is time to reconsider if the zip code modeling and screening techniques you are using are giving you optimal performance.  

Recently, I’ve had a number of discussions with other direct marketers who called after reading the Wall Street Journal’s article on how direct marketers like Williams-Sonoma, LL Bean, and Neiman Marcus have found new ways to use ZIP Code data to screen mailing lists and cut costs.
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Posted in Current Topics, Marketing Strategy & Practices | No Comments »

Webinar: Customer Analytics for Online Marketing

Monday, April 19th, 2010

Customer Analytics For Online Marketing, Sponsored By DSA
  Rus Rempala 
  Tuesday, May 11 10:00am CST    

In a multi-channel world two basic tenets of modern direct marketing – tracking and measuring – are rendered increasingly complex. Even leading direct marketers are struggling to cope, let alone master the situation. More than ever, marketers need an analytics solution with the power and flexibility to uncover customer preferences and trends.

This webinar will focus on the analytic approaches for online marketing and how to fine tune your offer on your website. The testing you do on your website will help you quickly refine your offers through your other channels.

In this webinar you will learn how to:

  • Upgrade from hit and miss A/B tests to a multi-variable testing program that reliably improves your response rates, sales and profits
  • Become a smart user of multi-variable testing – making the right choices and avoiding major pitfalls
  • Quantify and evaluate the results of your online testing efforts  

Posted in Professional Education | No Comments »

What Direct Marketers Need To Know About Segmentation (Part1)

Tuesday, April 6th, 2010

Part 1 of a Multi-Part Series

The purpose of this series of articles is to help direct marketers understand the issues and choices involved in a customer segmentation project so that they can manage it effectively from conception to implementation. Along the way we’ll identify common pitfalls that stand in the way of success and suggest ways in which they can be avoided.

In this first issue we’ll discuss the important considerations that must be addressed before starting a segmentation project. In later articles we’ll discus the tools of segmentation: factor analysis, cluster analysis, discriminant analysis, CHAID and logistic regression.

The Goals of Segmentation

The fundamental goal of a segmentation project is to identify groups or segments or clusters (the terms are interchangeable) of customers that from a marketing perspective are meaningfully different from each other.
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Posted in Marketing Analytics & Modeling | No Comments »

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