Philippe Graner

Philippe Graner
Dashing Toward Data

You might ask: Why is it important for the marketing department to produce a weekly dashboard and share it with other departments within the company? Which direct marketing metrics are critical for company stakeholders to receive weekly in order to react to campaign results? How does a multichannel company combine print and online results?

Responsive Forecasting

How do you create a response order curve to accurately reflect how close you will be to plan mid-way through a marketing campaign? How can that curve help efficiently manage staffing and/or inventory concerns? How do major holidays affect those 
forecasted curves?

Print Dollars

What are the key profit-and-loss statement (P&L) components of a print marketing campaign? What can you affect in the short-term to turn around a P&L starting to fall short of forecast? The direct marketing printed campaign P&L statement differs from a traditional business P&L in several ways.

Solving the P&L Puzzle

The P&L statement is equally useful in measuring the overall financial viability of an online campaign, as well as measuring more traditional quarterly or annual performance ratios.

Planning for Profitability

Do you know what minimum response rate your direct marketing campaign needs to be profitable? What about the required net revenue? How does an email campaign metric differ from a print one?

Acquisition Analysis

For every marketing channel, there are two critical components: the cost of acquiring a new client and the lifetime value (LTV) of that client.

Plan to Retain

Regardless of channel perspective, converting new customers into repeat customers remains the most valuable contact strategy method available for marketers.

Ignore the 
Org Chart

Circulation planning used to be a print-channel-only exercise, independent of Web and/or storefront marketing initiatives. Likewise, Web traffic management was purely the function of the Web marketing team. It was the exception to the rule that the different marketing teams would coordinate on any kind of a common approach. However, to survive our new economy and the way customers make decisions today requires a new way of thinking and an updated approach to how you contact them.