Fantasyland is a great place for its members to go, but AAA Auto Club South's analytics team wants to ensure that its data—enabling, for example, insight into customers' propensity to buy the discounted Walt Disney World tickets it sells—reflects reality.
While in the past companies have allocated large amounts of funds and resources to outbound direct marketing strategies like mailers, email and cold calls, the most effective marketers, it seems, are quickly realizing the rewarding benefits of capitalizing on the inbound marketing opportunities that are presented when customers call their contact centers.
This plummeting cost of digital storage is not the primary cause of the mental opt-out phenomenon, but it is one of the reasons marketers need to pay more attention than ever to following good email marketing practices.
With the intention of reaching as many customers as possible, companies often execute mass marketing campaigns that prove to be costly and ineffective, sometimes even backfiring when they target customers with the wrong message.
The Scotts Miracle-Gro Co. of Marysville, Ohio, knows for a fact that there are people who enjoy watching grass grow. The company's even weeded out the ones who enjoy it so much that they want as much information as they can get about how to make it grow taller, thicker and greener.
AAA Auto Club South has always been an expert on helping its members efficiently get from point A to point B. So when the Tampa, Fla.-based affiliate of AAA had a chance to improve its own efficiency while building predictive models, the association locked in the opportunity.
In the game of marketing, relevancy is king. Ensuring your message is targeted to your customers' needs should always be a top priority, and how well you achieve this relevancy will have an immense impact on the success of your campaigns. Equally as important, however, is ensuring your audience is correctly targeted.
Many companies think they already have a customer relationship management system. But what they may have is a product-centric, rather than a customer-centric, system. Meanwhile, what they already have can be retrofitted to perform to today's integrated marketing standards.
Heather Fletcher, senior editor of Target Marketing magazine, talks with Mark Smith during DMA09 in San Diego. Smith, executive vice president of global sales for Britain-based integrated marketing solutions provider Portrait Software, discusses trigger marketing and how CRM boosts overall retention rates.