Understanding customer behavior gives you insight to the processes people follow when making a buying decision. Ideally, the information you gain from data diving guides good marketing and management decisions. But, what if the data integrity is compromised by usability, processes, and policy? Does the information gained help or hurt the company? Target’s now famous [...]
Customer Relationships
Growing a company in a thriving economy is challenging. Growing one when economic issues are the hot topic for every news outlet borders the impossible. The terrorists elected to lead our country use the threat of catastrophic economic failure to make their case for their chosen positions. Their unilateral failure to lead stifles hope, creativity, [...]
Holiday 2013 is shaping up to be a wild and crazy ride for retailers. Planning for it with any expectation of accuracy is virtually impossible because there are too many unknown variables. Everything from the calendar to Congress is aligning against a business as usual holiday season. The twenty-six shopping days between Thanksgiving and Christmas [...]
Generating a strong return on investment requires marketing campaigns that deliver more revenue than costs, new customers that become lifetime buyers, and messages that motivate the current customer base. Specialized campaigns may focus on acquisition or retention but every successful marketing investment needs to include a plan for generating revenue. The promise of future benefits [...]
There is a fatal flaw in how we measure the success of marketing campaigns. We celebrate the acquisition of new customers, cheer incremental increases in average orders and response rates, and pass around high fives when website traffic hits a new high. But, what happens when an established customer places another order? Nothing. When customers [...]
