A "janizary" is a "follower or supporter". In Multichannel Forensics (book, study), it is good to flag these people as special or unique, analyzing them as an independent audience.
In some projects, the analyst classifies the twelve month buyer file on the basis of loyalty, seeking to understand how customers migrate between loyal status, and marginal status.
It is important to study how your best customers behave. Best customers do odd things. At Nordstrom, we could have offered our best customers a dozen cage-free hard boiled eggs for free if the customer made a donation to charity --- our best customers would have taken us up on that offer.
A best customer might not respond to a free shipping offer. A best customer might respond to $2.95 next day shipping.
A best customer might not respond to a BOGO. A best customer might respond to an invitation to a private party.
You'll find that the janizary will be retained at an eighty or ninety percent rate --- good because you keep most of them, bad because over a four or five year period of time you lose half of them.
The multichannel forensics framework helps you understand behaviors early in the customer development process, behaviors that lead to a customer becoming a "janizary". You want to understand if you are making decisions today that hurt the long-term growth of your business.
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
August 02, 2008
Multichannel Forensics A to Z: Janizary
Subscribe to: Post Comments (Atom)
Many of you have forwarded articles to me outlining how your local mall is considering taking empty space and turning it into pickleball cou...
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
Sometimes you think "people already know this stuff". Sometimes you realize that Google Analytics give smart analysts almost no op...
If you want to understand why clients don't trust vendors and trade journalists, read this little peach from a week ago: Direct Mail is ...
Post a Comment
Note: Only a member of this blog may post a comment.