Randy Erdahl

The best way for marketers to make the most of their customer relationships is to understand their customers' needs, wants, values. That’s precisely why customer segmentation is so vital—it provides valuable information about customers so marketers can furnish stronger, more targeted offers.

The trouble is customer segmentation comes with its challenges, and marketers often trip up during the process. Here, industry professionals discuss common mistakes marketers should avoid when performing customer segmentation.

Going green is no longer a fad in the direct mail industry. It’s a must. And one way to go green, and save money in the process, is by removing wasteful circulation from your contact strategies. In a recent Target Marketing Group webinar, titled All About: Sustainability—Manage Your List the Green Way, Randy Erdahl, co-founder and president of Minnesota-based database marketing analytics firm Decision Intelligence, shared ideas on how to tighten circulation practices for a smaller carbon footprint and bigger ROI.

Most companies these days market to customers via a multitude of media and campaigns. For many of these multichannel marketers, customers can potentially place orders from two or three strong channels: phone, Web and retail. On top of that, there often are several marketing campaigns still active at the purchase date. The challenge is attributing the revenue to the marketing campaign that triggered the purchase. Which marketing campaign/channel gets credit for the sale? Why is it so challenging? • Every business has multiple marketing campaigns and purchasing channels that overlap, thus confusing the attribution process. • Every business prioritizes a simple, easy ordering process

Timing is everything. For your direct marketing message to be successful, you need to make the right offer to the right person at the right time. So, when is a consumer most likely to buy? When will your offer have the most influence on a consumer's purchasing decision? One of the best predictors of a consumer's intent to buy goods and services is a lifestyle change such as a move, marriage or birth. This is a time in a person's life when not only is he or she likely to buy, but must buy. Movers demand new products and services such as landscaping,

More Blogs