This summer, we're going to talk a bit about segmenting customers.
See, it turns out that this is one of the most important times in history to actually slice and dice customers. Our customers are going in a myriad of different directions. Back in 1995, you could do a simple RFM analysis, and you'd be in good shape, because you had a one-dimensional business.
In 2010, your customer is a few years into the early stages of a great diaspora ... a once homogeneous audience is now dispersing itself across a nearly infinite number of micro-channels. What is important, here, is that while customers adopt an increasing number of micro-channels, overall response does not improve --- you know this because you look at annual retention rates, and your annual retention rates have not improved in a decade. When the number of micro-channels increase and overall response fails to increase, you have tremendous "optimization" opportunities!
So, we're going to explore segmentation this summer. Get ready!
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
Subscribe to:
Post Comments (Atom)
Calculating Merchandise Residual Value
Let's work through a very simple example of Merchandise Residual Value. Let's pretend you have five customers and three items that t...

-
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...
-
It's the story of 2015 among catalogers. "Our housefile performance is reasonable, but our co-op customer acquisition efforts ar...
-
This is where we're headed: Let's say you want to invest an additional $100,000 in paid search. You should be able to see a p&l,...
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.