(Untitled)- February 23, 2003 Marketing Inflection Points The Key to Profitability DM Review He's right about that. The customer LifeCycle is full of inflection points, and simple customer models like Latency and Recency are the way you discover them and use them to your advantage, following the Two Rules of High ROI Customer Marketing: act only when you have to, and always at the point of maximum impact. Get allhttp://drillingdown.blogspot.com/2003_02_16_drillingdown_archive.html#90344945 (Untitled)- February 23, 2003 So You Have a Model, Now What DM Review The modeler's nightmare - brilliant insight is derived, and no action is taken. You can usually prevent this from happening by asking the sponsor one question: what is it you will do with the information if it can be provided If the answer is unclear, more upfront work needs to be done. The advantage of using my simple customer models is this: Ihttp://drillingdown.blogspot.com/2003_02_23_drillingdown_archive.html#90363750 (Untitled)- February 12, 2003 The 3 Rules of Donor Prospecting DM News Some straight up, easy-to-understand rules for improving donor prospecting, with stats and numerical examples. Don't forget to keep track of the source code! And after you acquire them, make sure you use a simple model to maximize donations will minimizing costs, like this non-profit did. Advantages of Life-Stage Segmenting DM News Oh, sohttp://drillingdown.blogspot.com/2003_02_09_drillingdown_archive.html#90313040 (Untitled)- February 9, 2003 Popular Tastes Direct Magazine A bank loyalty program is turned from a dog into a star. Wasn't that hard; all they did was enroll the right people and make the rewards relevant - just as we did in this case study. But man, the price tag was $15 million, or about $100 a customer. We did it for $20 a customer in the case study. Does your loyalty program need revising I bring all myhttp://drillingdown.blogspot.com/2003_02_09_drillingdown_archive.html#90298766 |