tag:blogger.com,1999:blog-32202893.post1988039611138206518..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: An Open Letter To Abacus, Experian, I-Behavior, NextAction, Prefer Network, Alexa, and WilandUnknownnoreply@blogger.comBlogger7125tag:blogger.com,1999:blog-32202893.post-5415147020194944562008-09-08T12:04:00.000-07:002008-09-08T12:04:00.000-07:00I've also done similar stuff for clients, using cu...I've also done similar stuff for clients, using customer data without offer history. It can be done!MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-52261206504557303742008-09-08T12:01:00.000-07:002008-09-08T12:01:00.000-07:00I believe the co-op math/stat gurus have the abili...I believe the co-op math/stat gurus have the ability to do this without offer history. Heck, I can do it at a zip code level. They can do far better at a customer level with the data they have.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-34475531469954066312008-09-08T11:59:00.000-07:002008-09-08T11:59:00.000-07:00I like this idea - and believe the COOPs have the ...I like this idea - and believe the COOPs have the supporting cast to do this type of work.<BR/><BR/>That being said, your segments are in large part determined by transactional data COMBINED with offer history, are MC marketers willing and able to supply complete offer history for their orders? Are they willing to truly partner with a COOP and support from a data standpoint?Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-80480760770699732302008-09-06T14:20:00.000-07:002008-09-06T14:20:00.000-07:00Thank you for the response. cgThank you for the response. cgAnonymousnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-3495967239159579352008-09-05T08:19:00.000-07:002008-09-05T08:19:00.000-07:00The co-op sends me, for every record in my databas...The co-op sends me, for every record in my database, the segment my customers belong to --- with segment meaning the segments outlined in this article.<BR/><BR/>If I send Experian/Z24 my entire twelve month file, they would send me my twelve month file back, attaching the segment the customer belongs to, based on Z24 scoring each customer in their database. I only get to see my customers, not all customers.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-70629284758740422572008-09-05T06:12:00.000-07:002008-09-05T06:12:00.000-07:00Would you please elaborate on what you mean by 'ov...Would you please elaborate on what you mean by 'overlay' your file on these segments? Are you comparing the segment performance of the dbase company provided list to that of the 'house' list? ThanksAnonymousnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-12258189745829176282008-09-04T17:51:00.000-07:002008-09-04T17:51:00.000-07:00Well said! It's about time somebody challenged the...Well said! It's about time somebody challenged these data providers with a demand for actionable information.<BR/><BR/>Unfortunately, the suppliers’ compensation structure does not align with the real needs of most clients.<BR/><BR/>Smaller is better in today's marketing scene. Increased personalization to ever smaller segments. <BR/><BR/>In addition, this type of information tends to omit non-producing names and reduces the volume. The perceived net effect from the suppliers eyes means smaller volumes and a short term reduction in data providers' compensation.<BR/><BR/>Even if the volumes remain the same or even increase, the added services challenge the skills and resources available from these suppliers.<BR/><BR/>In order to change the quality of the service to the degree you propose, these suppliers will need to come up with a more creative compensation structure.<BR/><BR/>As always, compensation must align with the goal. And the goal is to create smaller segments with less waste and higher circulation of the best names.<BR/><BR/>If the suppliers can't or won't do it, then the clients must lead the charge by forcing compensation based more on performance and less on volume.Anonymousnoreply@blogger.com