Must Read Classic Articles
These articles are keepers for customer retention
oriented, Data-Driven marketers; they are selected primarily because they
provide very short-in-supply case studies, metrics, or process models for
relationship marketing, customer retention, or customer loyalty marketing on the
Web. This is an archive; for the latest check out the blog.
1
to 1 Innovator Awards
December 17, 2002 1 to 1 Magazine
Twelve companies who - gasp - made money with CRM. Complete summary of
what the objective was, what they did, and the ROI, as well as next steps.
The companies are from a number of different industries all over the
world.
Web Buyers Use Catalogs Differently, Forrester Says
December 17, 2002 DM News
This is a gnarly multi-channel issue; you have to be able to source the sale to
the channel to effectively segment. Bottom line: remote retailers are
probably wasting money by mailing full catalogs to web-only buyers. I
suspect postcards and other promotional formats are going to play a huge role
here.
Pier 1 Brings Print Mailer's
Browsing Advantages Online
December 16, 2002 DM News
I've talked a lot about serendipity on this site, the idea that to increase
yields you have to merchandise the site to increase cart loading, get people to
make unplanned purchases. Search is the enemy of serendipity, and the
reverse is also true, as shown in this approach that encourages pure product browsing.
Segment Customer Information
for Increased ROI
December 11, 2002 DM News
Well, you'd never hear such an outrageous idea coming from me! The nerve
of this guy! Doesn't he know none of this stuff works? Actually,
this is a pretty good run-down of 4 different ways to approach
segmentation. Lots of ways to skin that cat, including
mine.
Web Marketer BringsHudson Valley to Catalog
December 10, 2002 DM News
Small retail web site operators have seen a lot of the big boys launching
offline catalogs, and keep asking me this: Am I big enough to do a
catalog? Check out the stats in this article and see for yourself.
Folks, targeting is targeting.
Furniture Retailer Bolsters Analysis With Inhouse CRM
December 5, 2002 DM News
Say it isn't so! People who signed up for a sweepstakes actually turned
out to be profitable mailing targets? That's unusual, but goes to show
what you can do if you actually understand your own
data.
Guided
OLAP
December 4, 2002 DM Review
OLAP, schmOLAP, what the heck are these guys talking about? Not sure I
agree with the core argument presented here, but what is presented quite well
are the different kinds of analytical approaches, what they are good for, and
the challenges users have actually deriving value from them. If you are
new to analytics and are looking for a background piece, this will do
fine. More on what data mining is all about in the last newsletter, here.
And if you are wondering where my Drilling Down
method fits in, right between reporting and OLAP; it's basically OLAP for
dummies.
Meeting of the Minds
November
27, 2000 Direct Magazine
A treasure trove of information on the latest e-mail marketing thinking from
some bona-fide experts with no particular agenda to push. No surprise, it's
all about targeting, which has always meant "relevance" - even
before there was such a thing as e-mail.
GMACCM
spills the beans over failed CRM
November 26, 2000 searchCRM.com
Could this be the start of some weird new cult? Companies
"confessing" to screwing it up - in this case as long as they can
blame it on a consultant? Interesting trend, but the key failure point in
all of these CRM projects - not using the data to understand customer behavior
first - is present big time in this disaster of a case.
Cost-per-click sinks below quality in online marketers’ shopping list
November 21, 2002 Internet Retailer
Yup, they're finally starting to get it folks. In December of 2000 I
wrote this article describing how the source of
the click made all the difference to visitor quality. Well, they're not
quite calling it "source" yet, but they will. Do you need to
find out where your highest quality
traffic comes from?
A Treasure Trove of Data
November 18, 2002 Internet Retailer
Lots of stats in this one from a slew of different retailers using analytics to
improve the profitability of their business. Don't know how to get
started? Let me do it for you.
Back to the Drawing Board
November 16, 2002 CFO Magazine
Three times a charm? Can you imagine going through a CRM implementation three
times? It is pretty amazing so much of this work was done without
understanding the end users. If you are in a consumer business, make sure
you take the time to understand your customers first,
so you build exactly what you need to increase
profitability and no more.
Web
Metrics that Matter
November 15, 2002 CIO Magazine
Still don't think those WebTrends reports are worth anything? If so, it's
because they are not set up to provide you with actionable
information. This article has concrete examples of the huge ROI gains
from using web site metrics properly. Need help with your web
reporting? Click Here.
HTML vs. Text
November 14, 2002 Internet Retailer
A new wrinkle in an old argument - testing proves the urgency of the e-mail affects
the response rate, HTML vs. text. Which format do you think outpulls the
other as the urgency of the message increases?
One-to-One Upmanship
November 12, 2002 Direct Magazine
Maybe we're just party-poopers and grizzled old men, but most DM'ers, including
me, have a very hard time with the whole "Relationship"
part of CRM as many now define it. I don't think people or businesses want
touchy-feely relationships with suppliers. They want good service,
great products, sharp pricing, partners where appropriate - but
"relationships"? Way to much time is being spent worried about measuring
all the soft stuff - the "value" of a relationship - when it just
may not exist.
Focus on Your Web Site’s Usability
November 21, 2002 DM News
This is really the best usability article I have read for your average business
person. They are right on the mark with what matters and why, from setting
objectives to the 5% rule. If you need web site metrics to help you
accomplish the tasks in this article, try
these. If you want me to do all the work for you using your data, then
take a look at this.
Does the Printed Word Still
Matter?
November 18, 2002 DM News
A: Copy, copy, and copy. Q: Why do retail web sites have such low
conversion at the product pages? Try providing a full description to
start. Better yet is to describe how the product is used. Still
better is to "romance" the product, make it desirable. Onliners
could learn a lot from catalog people in this area.
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