Prospecting for Best Customers

Once you have segmented your customers and identified your best customers – loyal, frequent shoppers who spend a lot – how do you find more like them? As direct and interactive marketers know, it’s easier said than done! First, you have to identify the publicly...

Customer Segmentation: Why?

So why DO we put time and energy into segmenting our customers? I can think of three great reasons: 1. We want to identify customers with the highest propensity and potential to buy more of all the goods and services we offer. By looking at past behavior with us, we...

Where you compete trumps how you compete (Part 1)

Yes, it is counter-intuitive but it is a fact that has been celebrated for hundreds of years from experts on warfare such as Sun Tzu and Carl von Clausewitz to modern day marketers. Depending on who’s counting, the choice of where to compete can drive from 70% (retail...

Making the complex simple

Data, data, data. We are drowning in data. Every aspect of our lives it seems, both online and in our everyday worlds can be tracked, monitored and measured. As consumers we expect and understand that to a certain degree but we are also concerned about our privacy and...