J. Schmid & Associates

Playing by the Rules
May 1, 2012

"Big Data" is a buzzword these days. More importantly, under the hood there have been new data emerging from so many sources, we are all scrambling to keep up. As new media channels have been born during the past decade, so have new databases that serve as repositories for all the new data. In some cases, each media channel has its own database. In other cases, the data is combined where it is easy to do so. In all cases, we need to figure out how to make sense of this escalating confusion of data.

Responsive Forecasting
September 1, 2011

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?

Solving the P&L Puzzle
May 1, 2011

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.

Plan to Retain
November 1, 2010

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

Ignore the 
Org Chart
September 1, 2010

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.

Making Sense of It All
July 1, 2010

Data are everywhere. Anyone with a smartphone is his or her own (not so private) data point. Technology—and an ever-growing need to track, measure and optimize ROIs—has fostered a corresponding need to analyze and understand data.

Return on Brand
May 1, 2010

Database and direct marketing have always been driven by tracking, measurement, analytics and in some ways, ROI. Historically, the idea of "brand" has been given a relatively free pass when it comes to direct, measurable accountability. To explore the ways to bridge this divide and help establish some analytical approach to measuring the value of your brand, let's consider the concept of return on brand (ROB).

Multichannel Challenges
March 1, 2010

Measuring the impact of marketing campaigns has become both complicated and enhanced in a multichannel world. Traditional methods of looking at cause and effect relationships between a set of activities and a set of behaviors no longer give marketers a complete or accurate picture of events.

Online 'Cousin' Metrics
January 1, 2010

It used to be so simple, didn't it? We mailed, we tested, we measured, we refined. Good spreadsheet and analytical skills were necessities for every direct marketer. Our ability to compare this year's data with that of years prior was easy to do, of paramount importance and valid without a shadow of a doubt.

Personality Included
May 1, 2009

Brand is king in the realm of securing customers and creating loyalty, which can save your bottom line in this down economy. Brand goes far beyond logos and taglines—it lies within your customer’s perception of your product or service. Whether you are aware of it or managing it, every point of contact with the customer defines and reinforces your brand—from the way you answer the phones, to the appearance and manner of your sales force, to the cover of your catalog and the landing page of your Web site.