Archive for July, 2010

Digital Marketing Practices and Trends Report Now Available From David Shepard Associates and The DMA

Wednesday, July 14th, 2010

2010 Report on Digital Marketing Practices And Trends From David Shepard Associates and The DMADirect marketers have always adapted to take advantage of the latest media technologies.  With the continued emergence and development of online and mobile channels, staying on top of trends has never been harder to do.  DMA and David Shepard Associates (DSA) have collaborated to provide some clarity with their Digital Marketing Practices and Trends Report. 

Based on the responses of over 500 direct marketers, this report presents 28 charts accompanied with analysis by DSA experts.  The result is a good overview of how direct marketers are using digital media, and what they plan to do in the near future.  Chapters cover:

  • Marketing objectives
  • Major types of digital advertising
  • Social media usage
  • Marketing budget allocations
  • Targeted marketing messages
  • Key performance indicators

 All data is broken down by primary market (B2B vs. B2C) and key B2C verticals.

Learn More…

Posted in Current Topics, Marketing Analytics & Modeling, Marketing Strategy & Practices, Online / Internet | No Comments »

What Direct Marketers Need To Know About Segmentation (Part4)

Tuesday, July 6th, 2010

Part 4 of a Multi-Part Series

In our last article we discussed the issues relating to the choice of variables that go into a Cluster Analysis. The key points were: (1) choose  only those variables you want to segment around, i.e., don’t include variables that you think are irrelevant to your marketing strategy (2) standardize the variables so that scale (the size of the variables) does not become an unintended issue, $25,000 is not the same as $25m (3) consider giving more weight to some variables than others depending on your marketing objectives, and (4) use Principal Components Analysis to: (a) reduce the number of variables that will go into the solution, and(b) eliminate multi-co-linearity, the undesirable, from a modeling perspective, condition that arises because so many behavior and demographic variables are correlated with each other.

Now go run a Cluster Analysis on the data.

Not so fast.

More decisions have to be made and there’s no one right answer. 
(more…)

Posted in Marketing Analytics & Modeling | No Comments »

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