David Shepard Associates Blog

Thanks to everyone for helping to make today’s Webinar a success…  and a special thank you for all the great questions at the end.  It’s very rewarding for us to see so  many fellow marketers actively engaged in the conversation. 

Based on interest in today’s webinar, it looks like the topics of MultiChannel Customer Analytics, Web Page Testing and Experimental Design Methodologies are becoming “top of mind” issues with many marketing professionals. 

As promised, we have made the slides from the webinar available, here’s a link… 

    Customer Analytics For Multi-Channel & Online Marketing

And in case you missed it, here’s a link to our previous webinar on Best Practices in Customer Analytics … 

    Best Practices in Customer Analytics Online Webinar

In today’s tough economic times, marketers are continually searching for ways to gain efficiencies and improve return on investments.  Dramatic improvements in predictive models are possible through identifying variables that may not only work differently for different segments, but might only be relevant to certain segments, and not to others.

A while back, we wrote an article that dealt with the possibility, actually the probability, that different segments of your customer file may behave differently with regard to their relationships with well known key predictor variables such as Recency, Frequency, Monetary Value and various measures of Product Purchase data.
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Want to drive higher responses and find a wealth of viable prospects in your database?

You’ll have to brave a bit of math. That is, you must segment your file and apply predictive models to it. And that’s a complex task. Above all, you have to know what models can and can’t do.
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