The notions that “the customer is king” and “the customer is always right” have been marketing gospel for generations of business school grads and brand managers. I’d never suggest that a strong customer focus shouldn’t be a key element of any brand’s marketing efforts. But how do marketers keep “King Customer” from becoming a total… Continue reading Is the Customer Still King?
Tag: Customer Behavior
She did an A/B split. What happens next will shock you!
Sorry for the clickbait title. I see it all over the web, so I assumed it must get an AMAZING response, and I wanted to test it. Now you deserve a payoff, so I’ll share with you the most interesting test I helped conduct this year, in which we tested some catalog creative for a… Continue reading She did an A/B split. What happens next will shock you!
5 Basic Truths for Marketing
Well, the secret is out. For decades, creative types working at agencies across the country knew instinctively a few secrets they could rely on to create brand stories, campaigns and messaging that would resonate with consumers. The Don Drapers of the world knew these little secrets could help sell more products. We knew if we… Continue reading 5 Basic Truths for Marketing
Catalog Circulation – A New Frontier
Twenty years ago, we discovered the power of transactional data. Lo and behold, it turned out that certain aspects of human behavior were very predictable. Once a consumer’s wallet was opened and purchases were made, certain details of those transactions, known as RFM, turned out to be very trustworthy indicators of future purchases. Fast forward… Continue reading Catalog Circulation – A New Frontier
Beyond the Data: New thinking about data’s role in creating marketing success
“Data” has become the darling of the marketing world recently as information technology and database marketing really hit their strides in business (Check out the Target Marketing July 2012 cover story, “Are You Ready for Big Data?” to brush up on your consumer data know-how if this topic hasn’t been on your radar screen). Marketers… Continue reading Beyond the Data: New thinking about data’s role in creating marketing success