Foreword: BUZZWORDS & ANALYTICS Like most buzzwords, many of the terms you will hear banded about at marketing and digital conferences relate to processes that have been undertaken by marketers for decades in one form or another. They are given new names based on changes in related techniques of simply to make them sound more exciting. …
Behind every Marketing Hero, is a network of experts… The key to marketing success is investing your time in what you do best. It’s too easy to get bogged down in tasks that don’t match your skill set. With so many niche solution providers offering great services, it pays to step back and look at …
When it comes to customer acquisition, targeting the right market is essential, but with so many options and choices to make, the process is a minefield. While we all know to target the people with the highest combination of propensity to buy and value as a client, a lack of insights often reduces us to …
Call centre lowdown – by Daniel Pujawiyatna. Dataphoria Dan joined us 3 years ago, having run a call centre he worked in for 6 years. This enables Dan to provide unique insights across all aspects of calling campaigns. The first step – how do you choose a call centre? Anyone who has had the pleasure (or …
ROI – not to be confused with your mate Roy… Without clearly defining marketing campaign goals, you will be unable to determine how to measure campaign performance. Normally, success is measured in terms of ROI (return on investment). To build an estimate for your anticipated ROI, the calculation can be based on the anticipated conversion …
Will the data I source for my campaign be accurate and up to date? The complexities of data update strategies should certainly be considered when reviewing database quality, as this will impact your contact rates. Data decay will impact data sets at different rates, as external factors determine how each audience will change over time. …
Will my audience engage with my communication and ultimately respond positively? A well targeted, accurate, responsive database will only work if all of the other aspects of the campaign align well with your goal. 2 key areas for consideration in this regard are: Are the targets likely to be direct-responsive people? Is my communication designed …
Will my communication actually reach and be read / heard by my target audience? Customer engagement is key. Now that you have decided who you want to target, consider the likelihood that the individual will actually end up reading/hearing your message, as there is no point in creating a well targeted communication if the related …
How can I avoid tests that are designed with someone else’s goals in mind? When planning a longer term direct marketing campaign, consider whether each test cell has a significant volume of data available within the same selections. Otherwise, testing might need to start again from scratch in Round 2. Many lists will have varying …
The backbone of your communication is the selected marketing universe, as no amount of clever salesmanship, compelling offers or attractive creative can undo poor targeting or low data quality. Sending your message to an individual or business that does not qualify for your offering wastes marketing resources and time spent dealing with unserviceable customers. Effective …
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