Marketing Analytics Group

Segmentation Strategies for B-to-B Marketing
December 20, 2006

In B-to-B marketing, relationships can be complex. Some contacts buy, while other contacts only influence a purchase decision. Sales often take months to complete, and must go through a multiple step process. Individuals work in teams at a company location, and that location may be part of a larger corporation. Useful and necessary marketing and communication efforts are required to support the entire selling process, but many of those communications cannot be tracked on their own. They might be directed at influencers, or might occur very early in a selling process that may or may not be complete months later. Faced with such complexity, B-to-B

Segmentation Strategies for B-to-B Marketing
December 20, 2006

Why building and using a House File Inventory is the key to B-to-B data-driven marketing success In B-to-B marketing, relationships can be complex. Some contacts buy, while other contacts only influence a purchase decision. Sales often take months to complete, and must go through a many step process. Individuals work in teams at a company location, and that location may be part of a larger corporation. Useful and necessary marketing and communication efforts are required to support the entire selling process, but many of those communications cannot be tracked on their own. They might be directed at influencers, or might occur very early in a

Mining for Creative Ideas
December 1, 2006

Anyone familiar with database marketing is aware of the cultural divide between creative types and data types. It’s as if the two groups speak a different language. While maximum response and ROI are shared goals, how the two groups go about understanding the audience to craft campaigns that achieve these goals often is completely different. Data analysis typically is targeted around one goal: selecting the “best” names, the names that will bring the highest response. Different audience segments may be selected, but in the end, a name either is selected or it’s not. The challenge is left for the creative specialists to fit the

Can You Integrate Your Channel Data In-house?
April 19, 2006

In general, marketers are good at managing their data systems in-house on a day-to-day basis, says Alan Weber, founder and CEO of Marketing Analytics Group, a database/direct marketing consultancy in Prairie Village, Kan. But the skill sets used to create day-to-day reports are different than those needed to assess the information in a database to make strategic decisions about what data stays, what gets deleted and what gets combined to create new data elements, he explains. The IT department’s desire to keep the database in-house is not a good enough reason to tackle data integration on your own. When considering any data integration project, especially

Is Your Business Model Obsolescent?
September 27, 2005

Pity traditional newspapers that are stuck in the 18th century Sept. 27. 2005: Vol. 1, No. 34 IN THE NEWS TOKYO--Sony Corp. Chief Executive Howard Stringer on Thursday called on the ailing electronics and entertainment giant to "be like the Russians defending Moscow against Napoleon" as he unveiled a broad restructuring plan. -- Alex Pham, Bruce Wallace and Julie Tamaki "Sony's Restructuring Plan Brings Praise, Skepticism" Los Angeles Times, Sept. 23, 2005 AdAge.com--The sweeping organizational changes announced by Microsoft Corp. earlier this week mean more than just executive changes and renaming and consolidating divisions. It

Put the Horse Before the Cart
November 1, 2004

Effective housefile segmentation begins with sound strategy and defined goals. The ability to market to customers with different needs, in different ways, requires what marketers call housefile segmentation. But what you many not realize is that housefile segmentation isn’t so much a technique or a tool as it is the result of goals, strategy and research coming together. Housefile segmentation fits into a strategy to grow the customer base, increase loyalty, and grow share of customer. In some ways, it drives the strategy, in other ways it reflects the strategy. For example, an organization with a goal of rapid growth would look more at

Database Special Report: Beyond the Black Box
May 1, 2004

Segmentation Is More Than a Tactic—It’s Also a Strategy. Using statistical techniques to segment customers is an effective tactic, but how you market to these segments is a strategy. Rather than operating in a vacuum, statisticians and marketers can work together to not only predict behavior, but change it. For many direct marketers, state-of-the-art segmentation means using the database to determine, with the greatest possible accuracy, which customers will respond to a given offer. They often point with pride to a statistical technique that selects the best 20,000 names from the database. These modeling techniques typically are employed in a “black box” fashion,