Potential: Revealed

Strategic Thinking, Innovative Ideas, Growth Marketing, and Revealing of Potential

Archive for December, 2009

Uplift Marketing

Recently we’ve been working on a simple framework for data-driven marketing (i.e., integrated, cross-channel, analytics-based, closed-loop):

Accumulate: • Accumulate data (multiple sources) • Integrate • Cleanse • Aggregate • Store

Synthesize: • Normalize • Match • Common Data Model • Single Customer View

Crunch: •Segment • Score • Peer Compare • Recommendations • Alerts

Publish & Execute: • Publish analytic outputs • Integrate to execution apps

Feedback, Improve & Repeat

An example of results has been impressive. ROI is a mere few months based on what we’ve seen.

More work to do and much evangelizing to propagate and get everybody doing it. But as suspected when we started, there is much potential that has been hidden and shows great promise of being revealed and realized.

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