Do You Even Data

A data-driven marketing blog

Want to learn how you can translate incredible data list information into killer marketing campaigns? Want to better understand how data research and models can enhance the data you already have?

Building Propensity Models

Recently, I read a promotional email from one of my favorite market research vendors. The email’s first message was about propensity models, one of my favorite tools. I wondered if they really have the sample sizes necessary to create accurate scoring; in my experience, it requires very large samples that most firms cannot afford or execute.

  • 3 min read
  • Jun 21, 2021 2:27:33 PM

How Advanced Analytics Lead to Better JD Power Satisfaction Results

Suppose you are driving your car on a dark and curvy mountain road, on a rainy night, with a very foggy front windshield, dim headlights, and a perfectly clear rear view mirror to guide your path forward? It’s not a comforting scenario. Surprisingly, this is how many companies still operate when attempting to understand and improve their customers’ experiences and the resulting customer satisfaction (or JD Power/Net Promoter) ratings. They know a great deal about the past but very little about the future; they know a lot about the average customer but very little about the individual customer.

Life Insurance — Cut Your Cost Per Lead In Half

When it comes to life insurance leads, too many companies are wasting their marketing dollars. In fact, their cost per lead is 2-3 times too high. 

Combine Market Research and Predictive Models to Improve Cross-Selling

  Executive Summary Today's member-based organizations (or any direct marketing company) can combine predictive analytics with research to efficiently identify which members will respond to cross-selling, which members won't, and which sales messages will be most effective.  The result is optimum sales, reduced direct marketing costs, and an ROI that is higher and demonstrable. Editor's Note: This blog topic applies to any company that relies on direct marketing via digital, social, mobile, email, direct mail and tele-marketing.

The Dirty Secret About Your Failing Analytics

Why Some Analytics Initiatives Are Failing "Without big data analytics, companies are blind and deaf, wandering out onto the Web like deer on a freeway." — Geoffrey Moore Geoffrey Moore, author of Crossing the Chasm and Inside the Tornado, certainly got this quote right. And, he's not alone. The age of analytics is here and there's no turning back.

7 Insights from the 2016 DMA Marketing Analytics Conference

I recently attended the 2016 DMA MAC conference in Austin, Texas. As always, these conferences serve to reinforce existing best practices and ideas, while exposing me to new and different trends in the industry. In this post, I offer up a mix of both types of insights in the form of seven easy-to-consume slides.

  • 5 min read
  • Jul 14, 2016 12:40:06 PM

Combining Segments, Consumer Data and Modeling — A Primer

Executive Summary Snapshot To maximize results, companies must fully leverage data and analytics Most companies use segmentation, consumer data, or predictive analytics For best results, companies must combine all three disciplines

  • 11 min read
  • Jun 22, 2016 6:59:40 PM

Machine Learning and Marketing Automation Require Your Best Thinking

I am a huge proponent of advanced analytics and predictive modeling to improve marketing results. Moreover, I embrace automated modeling, the integration of clusters (or segments) and modeling, and the use of omnichannel campaign management tools. In most cases, more automation and data and analytics mean better marketing results. Time after time, we see marketing results soar when consumer data and behavioral data are used to develop predictive models that allow for perfectly timed and customized messages. From health insurance, to life insurance, to retail and e-commerce, to utilities, and even CPG, our advanced analytical solutions can make heroes out of our marketing clients. To be clear, the power of advanced marketing analytics never ceases to amaze me. With that said, the advent of machine learning and unsupervised marketing execution has ushered in an era of danger and pitfalls.

  • 2 min read
  • Apr 21, 2016 12:25:04 PM