The ability to ask the right questions is a critical factor for effective analytical work. This is the key point I made in a recent article, “Asking the Right Questions in Data Analysis” https://chiefmarketer.com/direct/non-print/data-listtalk-0415bnv9.html. I also noted that asking the right questions typically does not require an advanced degree in statistics.
While sales and marketing are ultimately marching toward the same goal—driving leads and closing more deals—there has long been a disconnect between these two functions. Sales teams often follow up with leads based on little insight into how that prospect became a lead, or what specific area of interest the prospect has.
From the classical Greco-Roman world through the later parts of the medieval periods, there have always been humans who practiced alchemy, the quest to turn ordinary base metals into gold. As it became clear that such a process was for all intents and purposes impossible, the practice faded from the scene. However, the perception that…
At Eldorado Resorts, databases talk to each other before talking to guests. These conversations keep members of its loyalty program from being bombarded with too many solicitations—or, even worse, with inappropriate messages. This quantity control effort is relatively new. Up through the summer of 2010, Eldorado's various business departments, including its restaurants, casinos, showrooms, concert…
Now is when catalogers should cautiously increase their prospecting efforts. After all, as we emerge from the recession, those companies who continue marketing and mining for new buyers will be in a much better position to take advantage of the rebound.
This week’s question: How reliable are income selects on lists, especially in light of the current economy? Our current panel features Jim Hall of All That Marketing, Matt Kaiser of Veradata and Don Yaffe of Belardi/Ostroy. (Would you like to be considered to be a member of our roundtable? Contact Larry Riggs at [email protected].)
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Thanks to reduced prospecting and catalog circulation, many mailers are finding they have fewer housefile names to leverage, and less new names on the rental market. How can you improve your list's performance, and get profitably back in the mail? Here's a few tips.
Statistical prospecting models don’t have to be confusing to direct mailers. If you know about two main types of acquisition models, you can boost your business far beyond the "mail-to-everyone-all-the-time" approach to finding new customers. You don’t even have to know how to create models. Just know what to ask for when you want them.
A marketing database must be able to perform all of the mission-critical analytical tasks required for data-driven marketing. Many people think they have a marketing database when, in reality, what they have is an operational database. An operational database supports essential "nuts and bolts" tasks such as customer service, fulfillment and inventory management. But, it…
