Last month, I talked about factors marketers should consider for attribution rules. Here, I would like to get a little deeper.
Stephen H. Yu
After each campaign effort, a good database marketer is supposed to study “what worked, and what didn’t,” using attribution rules.
We are obviously living in a multichannel marketing environment, whether we are marketers or consumers.
Lester Wunderman is called “the Father of Direct Marketing” — not because he was the first one to put marketing offers in the mail.
In 1:1 marketing, product-level targeting is “almost” taken for granted.
People react to words like “machine learning” or “artificial intelligence” very differently.
Last month, I talked about how to measure success when there are many conflicting goals and available metrics flying around (refer to
It’s tempting to ask about whether marketing success metrics should be response rates or money. But you don’t need to ask marketers
Marketers have different names for them. Some marketers call them “One-and-done” customers. Others call them by more innocuous “1-Time
When marketers play with data, we often get confined within the limitations of the datasets that are available to us, or worse, tool
The funniest and the most ironic part of this Facebook fiasco is that target marketing based on data actually worked. If it didn’t, no
This piece is for aspiring data scientists, analysts or consultants (or any other cool title du jour in this data and analytics
I have been talking about “employing all available data” for targeting and customer insights for some time now. So allow me to pick a
The keyword in “Customer Journey” is “customer,” not “journey.” In fact, in this Omni-channel world, the word “journey” doesn’t even do
Who’s likely to be your valuable customer? What will their value be in next few years? How long will they continue to do business with