Life event-driven marketing (EDM) can be a useful tool in unearthing new opportunities to find or serve customers. Very different from an RFM-driven, transaction-based approach, EDM seeks to find changes in prospect and customer circumstances that signal a break from past behaviors.
For 20 years, Harvesters - The Community Food Network has been fighting hunger in the Kansas City, Mo., area. And for the past year or two, it's been facing the challenge that nags at all nonprofits: how to maximize donor relationships for better performance. The food bank's database of 40,000 individual donors and 8,000 corporate donors has been built mainly through direct mail efforts but also represents a chunk of the organization's many volunteers and event participants. Just how deep that connection ran was something Harvesters needed to find out to better structure its donor relationship program.
How a year can change things. Thirty-eight percent of respondents to Target Marketing’s 2008 Media Usage Forecast boasted of an increase in their direct response media budgets, and only 16 percent anticipated a decrease. With the numbers now in for our third annual forecast, I’m sorry to report the economy has flipped those percentages on their heads. But the silver lining in this study is that the share of direct marketers whose budgets are remaining steady for the third year in a row has slipped only one point, to 40 percent.
Book Club: Let Your Data Do the Driving "Most business models that fail, do so because of a misunderstanding of the customer base," contends data analytics expert and author Alan Weber in his new book, "Data-Driven Business Models" ($49.95, Thomson Texere). This, he goes on to explain, means you should develop your marketing strategies around who your customers actually are, not who you think they are. But that's the rub—how exactly do you find out who your customers are and how they differ from your perceptions? The answer, according to Weber, is data analytics. Throughout this nine-chapter book, Weber discusses—and illustrates through a collection
By Tracy A. Gill From list selection and price points to offer and creative, market research can have a strong influence on just about every aspect of a direct mail campaign. "It's kind of like the old 40-40-20 method. We find that about half of the effectiveness of marketing research goes into list selection," says Alan Weber, president of Marketing Analytics Group, a direct marketing consultancy based in Cleveland, Mo., "and the other half can be realized by making better offers and more appropriate creative to those segments." Whether the data is scientifically generated or anecdotally shared, it can give you the creative
In a previous article, ("Segmentation Secrets," Target Marketing, Sept. 1999, pp. 58-62) we examined some of the secrets that are typically uncovered when reviewing marketing data. In this article, we will look at the secrets for the more experienced marketer.