CRM
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Data Driven ROI
KEEP ‘EM COMING
For some consumer marketers, the customer well might seem bottomless. But for their B-to-B brethren
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Data Driven ROI
After the Promotion: What Do I Do with the Names?
The question is one of the oldest in marketing: What do you do with the names and addresses you capture during a promotion?
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Data Driven ROI
Loyalty Library: Forecasting ROI in Loyalty Marketing
Forecasting anything is an inexact science, but understanding a few key ideas and following the framework below can get you much closer to a defensible proposal for a loyalty marketing program
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Data Driven ROI
United Group Acquires Brand Affinity Marketing
United Marketing Group has acquired Brand Affinity Marketing, a privately held loyalty marketing business.
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Data Driven ROI
Nine Tips for Using the Merge/Purge
(Multichannel Merchant) Contacting customers with a direct mail piece, such as a catalog, requires data processing. Data processing can be as simple as 1) deciding that you want to mail anyone who made a purchase from your company in 2006;
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Data Driven ROI
COLLOQUY Corner: The Baseline Customer Metrics
There’s one simple reason loyalty programs have flourished in the 24 years since American Airlines launched AAdvantage, the first modern database marketing program: Loyalty marketing is measurable marketing.
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Data Driven ROI
Four Ways to Use Behavioral Data in E-mail to Reach Your Marketing Goals
Behavioral data are just what they seem—data that reveal the buying behavior of our customers and prospects. They generally are associated with Websites where companies capture and analyze the clickstream of visitors.
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Data Driven ROI
FTC Cites Restaurant Operators for Devaluing Gift Cards Without Notice
The Federal Trade Commission has entered into a consent decree with three restaurant companies that gradually reduced the value of unused gift cards they had sold.
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Data Driven ROI
Loyalty Program Members Shop More, Spend More, Have More: Study
Retailers sensing that members of their loyalty programs are more valuable customers now have hard facts to back up their gut instincts. According to a survey of holiday spending, participants have more to spend — and they do spend it.
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Data Driven ROI
The Next Level
Dollars-and-cents ROI isn’t the only important metric for a data-driven company to consider when evaluating a loyalty program’s success. Indeed, the true