February 21, 2011

Forecast Forensics + Digital Profiles: A Marriage Made In Heaven!

It's time to combine two fantastic methodologies, yielding a highly robust framework for understanding just what the heck is happening in your business!

Over the next several weeks, I will combine Forecast Forensics with Digital Profiles, illustrating how a multi-channel business has a customer base that his moving in many different directions, all at the same time!

Sound like the business you're managing?  Probably!

Tomorrow, we get started.  The database I'm using has several years of purchase history.  I will analyze six key channels:
  • Telephone:  Customers ordering via the phone, primarily from catalogs.
  • Online:  Pure online orders, minor online channels (affiliates), online orders driven by catalogs.
  • E-Mail:  Orders with last click attributed to e-mail.
  • Search:  Orders with last click attributed to search.
  • Mobile:  Orders with last click attributed to mobile app or mobile website.
  • Social:  Orders with last click attributed to social media.
I can hear some of you grumbling already, bemoaning the fact that I'm using last click attribution in this series.  Well, why don't you use this opportunity to take the methodology I'll share with you, and apply your attribution system to this methodology?  Better yet, why don't you freely publish the results so that everybody can benefit?

So, we'll take six channels, and we'll explore how customers are segmented (using Digital Profiles).  Then, we'll use the Forecast Forensics methodology to illustrate how the business is likely to evolve in the future, given what we've learned about customer behavior.

Forecast Forensics + Digital Profiles:  A marriage made in heaven!

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