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Uplift Modeling: The Upside to Marketing (Ecommerce Times)
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Posted: 07/08/2010
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The key to spending a lot less on marketing while receiving better sales results may be uplift modeling. Specific customers have specific wants and needs; uplift modeling uses intelligent predictive analysis to target relevant needs specific to certain customers. Uplift divides customers into segments, allowing companies to focus solely on the “Persuadables”- customers likely to respond to being contacted through marketing outreach tactics and begin or renew their purchasing as a result. Time and money isn’t wasted on “Sure Thing”, “Lost Cause”, and “Sleeping Dog” customers- those who always buy, never buy or just don’t want to be bothered. Uplift modeling saves valuable company time and money, while avoiding the negativity associated with uninterested customers.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Business
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The Winning Combination: Tracking Preference and Behavioral Data To Improve Email Campaigns (BtoB Online)
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Posted: 06/17/2010
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Want to increase your business through more successful email campaigns? All it takes is an effort to track customer behavioral data, which will make you better aware of your customer’s needs. Asking yourself if links are being clicked on, if emails are being opened, forwarded, or sent to the junk mail folder is beneficial. Monitoring your website to find out which customers are viewing your Web site and adding various links to your emails to track what customers are looking for will help you better understand their wants and needs. Collecting and analyzing your customer data will put you on the right track to increasing the success of your business.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Business Intelligence,
Content Strategy,
Marketing Communications
Region:
Global
Audience:
Business to Business,
Business to Consumer
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Tailoring To Customers Both On And Offline (New Media Knowledge)
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Posted: 06/17/2010
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Customers’ purchasing patterns are easily tracked online allowing website display of offers and promotions specific to customers based on their online buying behavior. Even with a unified marketing strategy, the challenge is to maintain consistent customer experiences across online and offline shopping. Monitoring offline shopping experiences can be done with real-time vouchers, coupons, and customer recommendation and review forms. Merging online and offline customer data will allow businesses to successfully retain and cater to their customers anywhere.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Business Intelligence,
Content Strategy,
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Business,
Peer Groups & Communities
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Puzzling Together Business Data: Salesforce.com Buys Jigsaw (CRM Daily)
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Posted: 06/17/2010
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Salesforce.com’s purchase of contact provider Jigsaw makes it even easier to access, create, and even clean up contact information for businesses all over the globe. Salesforce.com chairman and CEO, Marc Benioff, said it will be “as easy as Wikipedia to source data, as easy as iTunes to buy data, and as easy as Facebook to stay updated as the data changes.” Boasting a 1.2 million member count and a database with 21 million professionals working at 4 million companies, Jigsaw describes its role as “collecting, refining, managing, protecting, and organizing the global list of people in business – so you don’t have to.” Through the use of Jigsaw’s cloud platform, new applications can also be created by software vendors to better use business contact information.
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Industry:
Technology, Consulting, & Professional Services
Topic:
Business Intelligence,
Experience & Interaction
Region:
Global
Audience:
Business to Business
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If At First You Don’t Succeed: Give It Another Go (Ecommerce Times)
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Posted: 05/27/2010
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A new Google feature is giving advertisers another go at customers they may have baited, but didn’t fully hook with a purchase. Tested in beta last year, the “remarketing” feature is now available throughout the Google Content Network (GCN), including on YouTube. Although remarketing is not a novel idea, it does help marketers limber up their campaigns. The feature can be tied into search campaigns, leveraged with targeted messages across different Web pages or run simultaneously with other remarketing campaigns. Here’s how it works: companies drive traffic to their Web site via search ads and then retarget those same customers with customized ads as they browse other sites across the GCN. Remarketing is an often underutilized yet successful tactic – only 31 percent of marketers surveyed by Advertise.com and the Search Engine Marketing Professional Organization (SEMPO) have tried it yet 53.1 percent of those enjoyed great success with it.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Business Intelligence,
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Business,
Business to Consumer
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We cut through the clutter of the web to highlight innovation and forward-thinking. The best stories from leading publications – hand selected and organized to provide you a single point of access.
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