Winning the customer experience war begins in the data trenches

Back in 2001, when I started working in the enterprise marketing software business, customer relationship management or CRM was seen as the cure all from a sales and marketing perspective. “If only we could more quickly send direct mailers offering a buy one, get one video rental, we could corner the […]

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18 fun and handy facts about email marketing

I have the hardest time getting my teenagers to use email. It's a generational thing that all parents probably contend with, and for marketers, it points to the growing importance of social media and mobile apps in the marketing mix. But unless teenagers comprise your largest target market, there's one enduring […]

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Want to use money wisely and reduce opt-outs? Read this.

In our wonderfully complex world of digital media, with on-line all-the-time connectivity, social media, big data opportunities (and challenges), it's never been more challenging (and at the same time easy) for marketers to use money wisely. Technology has accelerated the pace of doing business and one consequence is the common […]

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Optimization step 5: putting everything together

We have finally arrived to our last stop in this Journey Towards Direct Marketing Optimization. If you have read the entire series of articles, you are now ready to understand what optimization means and how to perform it. For those who have not read the previous articles, I suggest you […]

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Optimization step 4: setting the right boundaries

Over this blog series: “The Journey toward direct marketing optimization” I have covered all the topics that are part of the optimization process. As said before, however, the most impactful part in an optimization problem is to set the constraints.  If a company does not have any type of boundaries when selecting […]

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Optimization step 3: setting the goal

We are now in one of the most interesting stops in our journey towards marketing optimization. We have been talking about optimization on the assumption that we have an optimization goal, however, as strange as it might sound, companies do not always know the overall goal of their direct marketing activities, […]

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Optimization step 2: designing campaigns

In this journey to direct marketing optimization, we have already gone through two important concepts: understanding what optimization means and differentiating customers through analytics for optimization. It is now time to make a stop to think about the campaign design process. We will describe how we need to plan our […]

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Optimization step 1: identify the best customers

Welcome back to our journey toward marketing optimization! If you missed the introduction, I previously explained the concept of direct marketing optimization in my last post, "The journey toward direct marketing optimization.” From that departure point, the topics in this post will take us to the first stop in the journey where we'll explore […]

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The journey toward direct marketing optimization

Today most companies engage in direct marketing to communicate with their customers. If you work on a campaign management team, you are probably sending emails, SMS, letters (you can admit it -  you are still doing it!) and also using call centers in order to extend offers to your customers. Some companies use analytics to choose […]

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The power of real-time contextual marketing

In the movie Minority Report, while the leading actor walks through the mall and experiences personalized greetings all around him, there is a clear flash of how the future of marketing may look: a customer journey marked by relevant and personalized experiences. Getting back to the reality of today, the typical […]

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