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…]

Interactive Marketing: the 7 Critical Factors you need for success


Interactive marketing is a relatively new feature on the marketing and customer management landscape.  It is only with the relatively recent advances in software tools that this dramatically more effective way to market to prospects and customers has come within the reach of most organisations.

And be assured that interactive marketing (also called trigger or event based marketing) can drive dramatic results: conversion rates of 45%, 35% reductions in direct marketing costs are just the tip of the iceberg.

However, to be successful there are seven critical success factors that you need to consider. [Read more…]

New stats: Australian Marketers concerned most about process


Aprimo is currently touring Australia presenting to marketers far and wide about “The Imperatives of the Marketing Revolution”.

I attended the 29 March 2011 event in Sydney (disclosure Genroe is an Aprimo Field Partner) at which Aprimo CMO Lisa Arthur presented the organisation’s “10 Imperatives of the Marketing Revolution”.  Overall, a good presentation and interesting content.

Also interesting were the results from the impromptu polls that Lisa performed on the assembled marketers.  Using hand held response devices, Lisa asked questions and gathered live data for review by the audience. [Read more…]

How do you make Sales & Marketing Execs sweat? Ask for ROI.


Guest Post by Chris Peterson

A few weeks ago, I commented on Chris’s blog over at Results Count.  I didn’t agree entirely with his position on a couple of items, and he didn’t agree entirely with me.  However, as so often happens we agreed on more than we disagreed on.

One area that we were in violent agreement was a passion for helping our clients to improve their business.  The upshot was a guest post by me over at Results Count and this post by Chris. [Read more…]

Are you using campaign lead or customer lead marketing?


This week I’m going to build on a recent post (“Why customer segmentation is not customer strategy”) by looking at a new approach to creating a customer strategy.

We will start by examining how most marketing departments use customer segmentation.  Over the past 10-15 years, an evolution, a good evolution mind you, has overtaken marketing organisations.  In that time, there has been an increased focus on maximizing the return on marketing investment. [Read more…]

The 10 major marketing themes in 2000: still relevant?


Every now and then, I like to go back and read past work from the giants of our craft. And Philip Kotler certainly qualifies as a good set of shoulders for us to stand on so we can see further. In 2000, Mr. Kotler published “Marketing Management, Millennium Edition” (2000, Prentice Hall) and given the occasion, he looked forward and predicted the issues that Marketing would be dealing with in the new century.

More than a decade into the 2000’s, I can say I think he was correct. He may despair that we are still to resolve the issues, but he was correct in identifying the major tasks in what we have (un-poetically perhaps) called ‘do marketing’. [Read more…]