Posts tagged as:

Marketing

Customer Centricity Strategy #1 – Customer Analytics

December 17, 2008

John Schmidt over on the Informatica blog had a great post on Customer Centricity that gave me a theme for three posts this week. He identified three approaches, each one of which I want to map to decision management. First…

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From Data Warehousing to Strategic Data Assets

December 2, 2008

Usama Fayyad, previously Chief Data Officer of Yahoo, presented a keynote on From Data Warehousing to Strategic Data Assets – Case Studies on the Web: Social Networking, Direct-Response Marketing and Understanding Customer Behavior.
The number of users on the web continues to grow rapidly, approaching 1Bn. The data created as these users move around the web [...]

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Powering Next-Generation Predictive Applications with Oracle Data Mining (ODM)

December 2, 2008

Charlie Berger of Oracle presented on Powering Next-Generation Predictive Applications with Oracle Data Mining (ODM). Charlie joined Oracle from Thinking Machines about a decade ago and have been putting machine learning algorithms into the Oracle kernel. Data Mining, in database or otherwise, sifts through data to find hidden patterns, discover new insights and make predictions. [...]

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1:1 Marketing works for the NHL

November 25, 2008

Interesting article on how the NHL used the power of personalization and targeting (or extreme personalization) to improve results. It does not talk about how they do this but clearly they have made things like the front cover choice for their catalog and key elements of their web presence decisions so they can make [...]

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On Best Buy’s success and being decision-centric

November 19, 2008

Last week I saw a post comparing Best Buy and Circuit City – one thriving and one going into bankruptcy – and it made me think about the role of decision management in Best Buy’s success. I have head Best Buy present various times an a number of elements of their successful customer-centricity strategy are [...]

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Integrating Predictive Analytics and BRM to Improve Health Plan Member Experience

October 30, 2008

Two gentlemen from Deloitte presented Integrating Predictive Analytics and BRM to Improve Health Plan Member Experience. 80% of healthcare costs are incurred by 20% of members and traditionally the 20% get all the focus. Analytics and data mining get applied to claims, authorization, costs as a result. Segmentation focuses on the unprofitable and unhealthy. Increasingly [...]

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Thoughts from Chordiant’s Customer Advisory Board

October 6, 2008

Last week I was invited to attend Chordiant’s European Customer Advisory Board. This session was held in lovely Munich in the middle of Oktoberfest and was both informative and a lot of fun. While I can’t share everything – some of it was for customers only – I thought you would appreciate what I could [...]

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Rexer Analytics Data Mining Survey Results Released

October 2, 2008

Karl let me know that the results from his survey are available – you can find them on the Rexer Analytics site – so I thought I would take a look and blog about them. Karl collected 348 responses from individuals in 44 countries and I found the results worth a read. A few highlights:

CRM/Marketing [...]

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Franchises, localization and decision management

September 25, 2008

I live in Palo Alto and a new Mountain Mike’s Pizza has just opened up near us. Much as we like MM pizza we have two problems – we like wholewheat dough and, as several members of my family are lactose/milk intolerant, soy cheese. If you have visited or live in Palo Alto you will [...]

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Marketing and Customer Segmentation with Xeno

September 22, 2008

Delivering the best value proposition using segmentation is a multi-step journey with 6 main steps and some critical differences from other analytic approaches:

Define Segmentation Objectives
The first step – deciding why to build a segmentation scheme – is important but often overlooked. Reasons may include declining financial performance, changes in strategy or market trends – the [...]

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Impact Modeling and Maximizing Marketing Return

September 22, 2008

Nina Shikaloff discussed an analytics technique that I had not heard of – Impact Modeling. Impact Modeling is a decision modeling technique. Decisions on acquiring customers – what to offer for instance – managing customers and handling difficult customers are all important and it can be tricky to identify better ones. Impact modeling is about [...]

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Making decisions about loyalty programs

September 16, 2008

1:1 had a nice piece on the growing role of loyalty programs in retail. This noted the “Growing sophistication in loyalty programs” among retailers and, in particular, the use of loyalty program data not just to calculate lifetime customer value but also to build competitive advantage. This second aspect is the one I always find [...]

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Predictive Marketing (Lessons from the CMO Summit #3)

September 9, 2008

Stephan Chase of Marriott generated the third set of thoughts. He is working to make Marriott more customer-centric, in particular by employing predictive modeling to determine what customers are likely to do in the future while using results in marketing to create a learning organization. This is of course the heart and soul of decision [...]

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Getting to Analytic Decisions (Lessons from the CMO Summit #1)

September 8, 2008

A colleague attended the Aberdeen CMO Summit last week and took some great notes. I am going to have a couple of posts this week based on her notes. First up, some lessons from Paul DePodesta (of the Padres). Paul focused on some of the challenges of moving from judgmental to more analytic decision [...]

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Precision Marketing Time (Lessons from the CMO Summit #4)

August 31, 2008

Last thoughts from the CMO summit based on comments made by various Aberdeen folks and speakers. Fundamentally, companies cannot allow their marketing to stand still. Marketing cannot afford to keep doing what it’s doing – lots of companies focus on acquisition for instance even when their data suggests that retention and selling to existing [...]

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Next generation direct marketing with decision management

August 26, 2008

Elana Anderson had a great post on direct marketing while I was on vacation -Next Generation Campaign Management.
She starts off with three great principles:

Listen to all information provided by customers and prospects – both explicit and implied.
Understand past and present information to determine the best possible marketing action.
Communicate in a compelling, timely, and relevant manner.

All [...]

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Here’s why decision management matters to mobile marketing

August 21, 2008

Ginger Conlon had a little piece on mobile marketing that caught my eye. This post highlighted the growing importance of mobile devices as both a customer support channel and as a marketing vehicle. I completely agree with this assessment but I think it means that, for both customer service and marketing, we will have to [...]

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Analytics turn data into opportunity (article)

July 21, 2008

Ed Garry of Oracle wrote a piece for Wall Street and Technology called Analytics Help Firms Turn Data Into Opportunity that I found last week. In it Ed talks about Real Time Decisioning platforms that “deliver both rules and predictive analytics to power solutions for real-time enterprise decision management”. Ed is, of course, correct though [...]

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Transpromotional marketing with EDM

July 18, 2008

Transpromotional marketing – yes, another new phrase that I heard for the first time this week. Wooing Customers in a Weak Economy was the source – an article on 1:1. Chris Stone wrote the article and it talks about the need to use different channels to contact customers and to do so consistently and in [...]

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