Taguchi Testing: Triggered marketing testing on overdrive

If you are already using triggered marketing approaches, then you will want to maximize the value of each contact with your customer.  To do that, you need to test your communications. And if you’re like most people, you’d be happy to improve the conversion on your triggered pieces by a few percentage points. What if there was a way to double or triple the number of conversions?


There is way and the secret is to vastly improve your ability to test e-newsletter elements efficiently and effectively. The way to do that is called Taguchi test design. [Read more…]

How Kmart knows you’re pregnant before your family does

This is a fascinating insight into the state of the art in triggered and reactive marketing. In a longish, but very good article, the New York Times provides some great case study material on how Target in the US identifies and targets, no pun intended, women who are pregnant BEFORE they buy any pregnancy related goods or services. With this head start on the competition they are able to generate excellent returns on their marketing.

Do you know any companies working at this level of sophistication? Let me know.

Here is the full article: How Companies Learn Your Secrets



Trigger Marketing Demands a New Approach

Trigger marketing is not just a fancy new marketing technique that you can layer over your existing campaign process. It is a fundamentally different way of interacting with your customers.

With trigger marketing programs typically 2 to 12 times more effective than traditional direct marketing programs [1], it’s worth implementing this new perspective for your business. [Read more…]

How to use customer feedback to directly drive revenue

It’s been a busy six months.  You’ve rolled out a best practice transactional customer feedback process using Net Promoter Score® as your KPI of choice.

The whole thing is going great with customer feedback comments flooding in.  You’re driving tactical service recovery processes and starting to look at strategic customer experience changes.

Then it hits you, even though you’re identifying customer advocates like never before, you’re doing nothing to directly drive new sales with that information! [Read more…]

The 6 Road Blocks to Trigger Based Marketing and how to avoid them

The path to successful Trigger Based Marketing often seems to be strewn with road blocks but is it?  In this post I will examine the six most often cited road-blocks and demolish them.

This is a follow-up to my recent post The 5 Critical Factors for Interactive Marketing Success. In life there is Yin and Yang and this is the Yin to the last post’s Yang.

As I noted in the last post, the value that can be driven from trigger based marketing (also called interactive marketing) is very substantial: conversion rates of 45%, 35% reductions in direct marketing costs are just the tip of the iceberg. None the less, many people are so concerned about the perceived road blocks to trigger marketing that they enter a state of paralysis and so don’t leverage that value.

Read on to avoid this state. [Read more…]