Data Driven Marketing

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How to Clean Your Data Driven Marketing Mail File

In order to manage your mailing costs in data driven marketing, you want to take advantage of bulk rates from the U.S. Postal Service. Whether you’re paying first class or standard postage, you can still [more…]

How to Eliminate Contacts in Data Driven Marketing

You must go to great lengths in data driven marketing to give people the opportunity to opt out of hearing from you. A critical step in preparing a mail file is to honor those opt-out requests. This amounts [more…]

The Importance of Promotion History in Data Driven Marketing

You have inevitably eliminated some names from your data driven marketing list. That means you need a copy of the final mail file back from your mail vendor. Otherwise, you won’t really know who was mailed [more…]

How to Use Contact Management in Data Driven Marketing

You can use contact management in data driven marketing to prevent over-communicating with your customers. For example a couple took a cruise several years ago. When they returned home, they discovered [more…]

How to Use Statistics for Data Driven Marketing

Turning raw data into meaningful and useful insights for data driven marketing is what the field of statistics is all about. A statistic is essentially a measurement of something. More specifically, it’s [more…]

How to Use Variation Over Time in Data Driven Marketing

It’s important to understand variation over time in data driven marketing. For example, you encounter averages on a daily basis. You can watch the Dow Jones average bounce around on the ticker to your [more…]

How to Identify Group Variation in Data Driven Marketing

It’s important to be able to identify variation in groups in data driven marketing. Imagine there are 20 vehicles in a parking lot. You decide to count the passenger doors on each vehicle. You find there [more…]

How to Look for Relationships in Your Data Driven Marketing

Customer data is interrelated in data driven marketing. It may seem at first glance that age and income represent two completely different aspects of a customer. But a relationship emerges when you look [more…]

Understand Control Groups and Random Sampling in Data Driven Marketing

Measuring results is a fundamental part of data driven marketing. You are in a unique position to be quite precise in quantifying the effectiveness of your campaigns. You know exactly whom you contacted [more…]

Look for Significant Results in Data Driven Marketing

It’s important to look for significant results in data driven marketing. For example, every election year we are inundated with poll results. It seems like every day there is a new poll out. Each poll [more…]

How to Use Combined Customer Traits in Data Driven Marketing

The heavy duty power of data analysis in data driven marketing really comes into play when you start looking at multiple traits at once. This is known as [more…]

How to Use Demographic Data in Data Driven Marketing

Demographics in data driven marketing refers broadly to the statistical study of a population. What is the birth rate? How many people are married? What’s the average age of the population? [more…]

How to Group Customers Using Income Data in Data Driven Marketing

Your data driven marketing campaigns are intended to convince people to buy a product or service. Because that involves a financial transaction, understanding your customer’s financial situation is useful [more…]

How to Group Customers by Age in Data Driven Marketing

It’s important to understand how to group customers by age in data driven marketing. You’ve heard of the Baby Boomers, Generation X, and the Greatest Generation. These are examples of what sociologists [more…]

How to Use Wide Variations in Data Driven Marketing

You will run across situations where your data driven marketing distribution seems to go on forever. Income data is like this. The vast majority of households have incomes in a fairly narrow range. The [more…]

How to Group Customers by Lifestage in Data Driven Marketing

Knowing about your customers by the stages of their life is important in data driven marketing. Though useful, age groupings only tell you about broad similarities among your customers. Even within age [more…]

Top 10 Resources for Data Driven Marketing Information and Assistance

Data driven marketing is made easier by using available resources. Rules, regulations and processes need to be understood and applied to your data driven marketing campaigns and there are free and available [more…]

How to Group Customers by Geography in Data Driven Marketing

Geographic data can be used in a surprising number of ways to enhance data driven marketing campaigns. Some products are just not needed in certain regions. But you can also use geography to customize [more…]

Data Driven Marketing Legal Considerations

Customer groupings, or segments, are an indispensable tool in data driven marketing. But they sometimes require careful handling. Income and especially geographic data can prove problematic in some instances [more…]

How to Summarize Customer Level Transactions in Data Driven Marketing

Raw transaction data can be difficult to deal with in data driven marketing. It’s time consuming and complex to go back to lists of individual transactions every time you want to answer a question. What [more…]

How to Group Products for Data Driven Marketing

Many companies sell a large number of different products using data driven marketing. In the case of consumer goods retailers, they sell many different brands of each product. Grocery stores, department [more…]

How to Use Web Transaction Data in Data Driven Marketing

When a customer interacts with you online, it gives you access to a wide variety of information that can be useful in your data driven marketing efforts. You obviously have access to customer purchases [more…]

How to Group Customers Using Transaction Data in Data Driven Marketing

It’s important to group customers based on a variety of types of data in data driven marketing. It’s the basic idea of finding pockets of customers with similar attitudes and needs. The similarities within [more…]

How to Use RFM Models in Data Driven Marketing

When data driven marketing was first coming into prominence, analysts developed a relatively simple targeting technique that is still widely used today. The technique was first developed for the catalog [more…]

How to Use Market-Basket Analysis in Data Driven Marketing

One data driven marketing strategy that has been around for a while involves trying to understand what products are purchased in bundles. There are obvious product bundles. You need paper when you buy [more…]


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