CRM

• Data Driven ROI

  AmEx Deals Go Mobile, Social with Foursquare and Facebook Links

  In recent months, credit card issuers have gotten much more proactive about hooking their card members up with local deals and discounts. AmEx, started the trend with a pilot partnership with Foursquare last March at the South by Southwest Festival. Now it has taken that program national.

• Data Driven ROI

  Points And Rewards, Not Discounts, Central to Club Yogi Rewards

  Whether Club Yogi Rewards, a two-year-old loyalty program which rewards campsite visitors, is smarter than the average bear remains unproven. But it’s definitely smarter than the average discount program, especially Club Yogi, the one it replaced in April 2009.

• Email

  In Email, Breaking Up is Easy to Do for Consumers

  Chip House, senior director of relationship marketing, ExactTarget, notes that in recent research his company has done with 1,500 consumers about why they “break up” with a brand’s email communications, the reason is usually because of the marketer’s behavior.

• Data Driven ROI

  CRM Special Report: Social and Mobile Move Loyalty Beyond Points

  There is a temptation to talk about mobile and social in the same breath. The channels came to prominence more or less concurrently. And there is considerable interplay, with consumers using their mobile devices to access social networks.

  But that said, there is at least one significant difference when it comes to loyalty marketing.

• Data Driven ROI

  Profiling, Segmenting Helps Jos. A Bank Move Beyond RFM

  Fashion apparently knows no economic slowdown. Jos. A. Bank Clothiers has been in expansion mode since 2000, when it maintained 100 stores. At last count, it had passed the 500-store mark, with plans calling for further growth.

  The company isn’t pulling back on its direct marketing plans, either. According to John Lewis, director of database marketing, the apparel firm’s challenge is not only finding new customers, but investigating more efficient ways of keeping the customers it has.

• Data Driven ROI

  Salin Bank’s Multichannel Efforts Have A Local Focus

  Salin Bank is “Your Indiana Family Bank”, according to one campaign’s tag line. And the institution is using a mix of mail, email, radio, video, Web advertising and live events to bring that message home.

• Data & Analytics

  Warning: Your CRM System Is Not a B-to-B Database

  Chief Marketer recently talked with John Coe, president of Sales & Marketing Institute, and Jim Wheaton, co-founder of Wheaton Group, about why it is essential for B-to-B marketers to have both a CRM system and a proper marketing database.

• Data & Analytics

  High Tech, Personalization Let Citi Refresh ThankYou Rewards Program

  Citi has been actively innovating credit card rewards programs to make sure its cards are the ones consumers reach for when they make a purchase. The issuer has taken a multi-track approach, piloting new ways to customize point rewards but also testing some distinctly different ways to redeem those points.

• Data Driven ROI

  Predictive Modeling Helps Focus Retention Marketing Resources

  Is it possible to know one’s customers better than they themselves do? When it comes to next-purchase or defection behavior, marketers can use predictive modeling techniques to identify target populations most likely to respond positively to a variety of efforts.

  Consider the contrast of a campaign focused with great precision through predictive modeling with a randomly targeted mailing. Predictive modeling might determine that the top 10 percent of customers by revenue represent the top 30 percent of customers likely to leave for a competitor. This information yields a readymade list of targets for retention efforts.

• Data & Analytics

  Unified Databases, E-mail Hygiene Pay Out For Eldorado Resorts

  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 venues and hotels, maintained unlinked databases. Because of this, individual properties—like the Eldorado and Silver Legacy Casinos in Nevada, and an Eldorado in Shreveport—didn’t have a complete view of the value of their customers.