Customer Intelligence Blog

Customer Intelligence

Adrian CarrNovember 20, 2017 0

Using analytics to determine best paths in customer journeys

The outbound marketing landscape, especially in the retail industry, is a challenging one. Customers are receiving multiple communications from multiple businesses, and for marketers it’s sometimes hard to understand which activity is driving results. Many retailers have a complex multichannel strategy of internet, email, direct mail, telemarketing, and catalogues. These

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Retail

Customer Intelligence

Adrian CarrAugust 30, 2017 0

How is debt collection like attribution modelling?

The analytical community is getting increasingly interested the concept of attribution. And while much of this is focused on digital marketing attribution, I want to take a step back to describe the wider application of attribution and the traditional techniques that can be used to solve a range of attribution

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Banking

Customer Intelligence

The customer journey has multiple steps that are relevant.

Steven HofmansNovember 17, 2014 0

Marketing analytics for attribution modeling

Marketing attribution has been a hot topic for marketers as long as we’ve had marketing. Everybody talks about it, few really know how to do it, and everyone thinks everyone else is doing it - so everyone claims they’re doing it. This may be different where you are, but what I've seen here in

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Customer Intelligence | Data Management

Steven HofmansNovember 3, 2014 0

From Mad Men to Math Men

In a recent post Today's agencies: the new Mad Men of data, my colleague Diana DiMaiuta mentioned that marketers need to use big data to enhance the customer experience, do better segmentation and automate campaign reporting. But there is more to it... it's not only about these three topics. It's about

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Customer Intelligence

How do you know that revenue boost was driven by your campaign?

John BallaJanuary 31, 2014 0

Why was your marketing campaign successful?

Knowing if your campaign is successful and why is not as easy as it seems. Even in ideal conditions, there are plenty of factors beyond your control, such as competitive action, sales investments, product quality, and customer-specific issues. Digital channels have added layers of complexity, while also providing the means for

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Customer Intelligence

Jonathan MoranJuly 10, 2013 0

Integrated marketing management: start with strategy and planning

My first post in this series provided an integrated marketing management visual of the full customer intelligence process. Admittedly, marketing is big and complex, so I thought I would help to take a section at a time to highlight what's important. In that colorful disk-shaped schematic, there are three sections that “float” on top of

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Customer Intelligence

Will WaughSeptember 14, 2012 2

Web analytics and digital attribution

I recently read an excellent research report by the IAB and Forrester titled Digital Attribution Comes of Age (full disclosure, SAS was a sponsor). In the paper, they talked specifically about improved multichannel measurement, data driven decision making and media buying leverage for marketers. Attribution, for me, is the natural evolution of marketing mix modelling

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