Posts tagged as:

segment

Segmentation and product design

September 18, 2008

Scott had a great article on segmentation and personas this week that is a nice, quick read. I think the use of analytics in persona design can make a big difference (as I have noted before) and that decision management can use good customer segmentation as a first step towards extreme personalization.
If you are not [...]

Read the full article →

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 [...]

Read the full article →

Using decision management to build loyalty and grow

July 3, 2008

Three articles on loyalty caught my eye this week. First 1:1 had a nice piece on Loyalty Equals Growth for Sony. Sony is a company to which many people are already loyal so it was interesting to see that a formal loyalty program was still a priority for them. Talking about their combined CRM and [...]

Read the full article →

Book Review – The Best Service is No Service

July 1, 2008

The Best Service is No Service: How to Liberate Your Customers from Customer Service, Keep Them Happy, and Control Costs
I just finished reading The Best Service is No Service: How to Liberate Your Customers from Customer Service, Keep Them Happy, and Control Costs and I can’t recommend it too highly.
This is a tremendous book laying [...]

Read the full article →

Here’s how to improve your personas with analytics

June 5, 2008

Some time ago the folks over at the Analytical Engine had a post about Data Driven Persona Development. I loved the way they described taking a very qualitative approach – persona development – and adding some analytic rigor to it. Given my interest in using analytics for segmentation and in developing different websites/experiences for different [...]

Read the full article →

Banks, analytics and customers

May 12, 2008

Having just written a post about how vague the word analytics is, I see Ann All’s post Banks Using Analytics to Boost Customer Retention. What’s interesting about Ann’s post is not that she makes it clear what kind of analytics she is discussing but that almost any of the various kinds of analytics can [...]

Read the full article →

Here’s how you can deliver extreme personalization

May 2, 2008

Two articles caught my eye yesterday – Robert Nascenzi wrote an article “Real-Time Segmentation Levels the Playing Field” over on Destination CRM while Jeremy Nedelka wrote “The Ultimate Personalized Marketing” over on 1:1. Both articles focusing me in on what I have called “extreme personalization”. Jeremy’s article was a cute story about a school targeting [...]

Read the full article →

Live from InterACT – Changing the game

April 30, 2008

A collections session next with folks from Adeptra, Fair Isaac and GE Money talking about GE’s vision for virtual collections. The collections environment is extremely bad this year with massive growth in the need for collection agents. Delinquencies are up, problems are up, consumers are stressed. Scores are worsening (credit profiles are worse), payments are [...]

Read the full article →

Live from InterACT – Optimal Pricing

April 29, 2008

Last full session today is Lisa Kart and Jean Zoch of Fair Isaac talking about optimal pricing – balancing profitability with competitiveness. Lisa’s focus, she says, is on what makes price optimization work. Price optimization is a very broad topic, even in financial services, but their focus is on being able to target price for [...]

Read the full article →

Live from InterACT – Insurance in the 21st Century

April 28, 2008

After lunch I joined the Insurance track and listened to Don Light of Celent (who wrote this nice paper some time ago) and Mike Gordon of Fair Isaac. Mike started and his first slide was headlined “survival of the fittest” which seems like the right headline! There is clearly a lot on in insurance these [...]

Read the full article →

Live from InterACT – New Approaches to Strategies

April 28, 2008

Next up was Stuart Crawford, part of Fair Isaac’s extensive research staff, on new approaches to the creation, visualization and comparison of decision trees or, as Fair Isaac calls them, Strategies. Stuart has been working at Fair Isaac for many years and has a lot of background in analytics. This work is about how to [...]

Read the full article →

Live from InterACT – Ian Ayres

April 28, 2008

I started with an interesting breakfast this morning with Ian Ayres and Larry Rosenberger. Ian is the author of Super Crunchers (reviewed here in the wiki) and Larry is a research fellow and ex-CEO of Fair Isaac. The two of them were great conversationalists and we ranged across randomized testing (adaptive control), the power of [...]

Read the full article →

Analytics and the Oakland A’s (not that kind of analytics)

April 22, 2008

The Oakland Athletics Score with Mobile Coupons headlined an article about this new approach to delivering coupons. Reading this it seemed to me that this was an opportunity for the Oakland A’s, well known for their use of analytics in player selection, to bring analytics to bear on the marketing operations.
Mobile coupons are constrained in [...]

Read the full article →

Book Review – Chocolates on the pillow aren’t enough

May 8, 2007

Chocolates on the Pillow Aren’t Enough: Reinventing The Customer Experience
I have just finished Jonathan Tisch’s book Chocolates on the Pillow Aren’t Enough: Reinventing The Customer Experience.The author is Loews Hotels chairman and CEO and is clearly very knowledgeable about the customer experience and how to improve it.
The book has two main sections – a problem/solution [...]

Read the full article →

Book Review – The Long Tail

November 26, 2006

The Long Tail: Why the Future of Business is Selling Less of More
Chris Anderson does a nice job of introducing some key concepts that are redefining business in the Internet era. As he says “The era of one-size-fits-all is ending, and in its place is something new, a market of multitudes”. In this world the [...]

Read the full article →

Next Entries →