Jeff Hassemer

Heather Fletcher is senior content editor with Target Marketing.

Predictive analytics can help marketers upsell and cross-sell products to customers. But the key word in that sentence is “customers.” Different divisions handling different channels or various departments in charge of various products can cause problems for customers if companies decide to organize data based on those guidelines alone when creating predictive models.

The US Postal Service literally guaranteed the effectiveness of integrating direct mail into marketing campaigns when it launched a postage-back assurance program in mid-May to attract the business of large marketers. The USPS is conducting the “Mail Works Guarantee” to convert large advertisers into direct mail marketers and to counter the large yearly drops it is seeing in First Class mail.

Plenty of marketers are trying to understand how to make use of social media. It can be an extremely powerful way to engage your current customers and capture new ones, tapping into a plethora of good customer-level data that is supplied by social media applications. The trick is to use this data strategically within your current marketing programs to make the most of what your customers and prospects are saying about you. Two ideas to consider:

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