Multivariate testing (MVT) is another “decision helper” in SAS® Customer Intelligence 360 that is geared at empowering digital marketers to be smarter in their daily job. MVT is the way to go when you want to understand how multiple different web page elements interact with each other to influence goal
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
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
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
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
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
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,
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
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
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
