Blog: segmentation

Showing blogs: 1–6 of 6

Turning audience data into revenue: Part II

May 20 2011

In Part I of this series, we covered the first phase of turning your data into $.  While this series has focused primarily on the media industry, allowing us to cover the multiple revenue streams unique to that business model, the experience I'm sharing also applies directly to any organization that's building or trying to improve their CRM capabilities. 

Once you've laid the groundwork... (1) development of the data environment (2) completion of a preliminary segmentation, and (3) delivery of a basic roadmap to improve and automate targeting capabilities, you are ready take it to the next level.

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Turning audience data into revenue: Part I

May 6 2011

A few weeks ago Forrester released a case study on our efforts with client ESPN to maximize their audience data to drive marketing revenue.  That prompted a post outlining what we believe to be the four fundamental drivers of value in the media industry, categorically (1) data volume, quality and value (2) targeted ad packages that are easy to sell (3) value models that prioritize your CRM efforts, and of course (4) the right supporting infrastructure. 

The most critical advice we can give is, do not be overwhelmed by the amount or distributed nature of your data. You have to build on what's in place first, and in some instances you can have an actionable segmentation within 12-16 weeks. The consolidation and analysis of existing data alone can produce immediate insight while you lay the foundation for more scalable programs and packages.  For instance, if you have minimal self-reported audience data to work with, there is still valuable information about behavior, affinity, and level of engagement in your anonymous data that can be used to deliver distinct segments of value.  But how?

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Testing, Testing, Testing

Jan 4 2010

In this tough economic climate, all companies are trying to improve their overall bottom lines. How can online and digital marketing help with this? In a recent study from summer 2009, most companies stated that the No. 1 conversion relevant to them was sales, with sign-ups and registrations a close second. What are the key tactics to improve overall conversion on site?

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Online Analytics in Action - The online data provides the value and it is time to let it loose

Jul 31 2009

In another post 'Netflix: What were they thinking?' I summarized how Netflix used online data, a prize and the analytic community to increase revenue. 

In this blog I would like to focus on the biggest barrier in turning online behaviors into actionable and optimized customer interactions throughout all channels.  Let's start by breaking down the components of online analytics:

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Behavioral Targeting - Three Essential Links

Jun 29 2009

  1. Making ads more interesting (Google) -- Three months ago Google announced the launch of their version of behavioral targeting. It's called "interest-based advertising". Three important features of Google's approach are: transparency, choice, and control. Don't miss the Google Ads Preferences Manager, which willl show you the interest categories associated with your browser.
  2. Behavioral Targeting Legislation Hearings (DMNews) -- The US Congress is holding hearings to evaluate whether behavioral targeting ought to be regulated.
  3. Onsite Behavioral Targeting (Amadesa) -- Amadesa's behavioral targeting engine illustrates the current state of the art in online behavioral targeting for anonymous visitors.

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Actionable Segmentation in Pharma

May 8 2009

Whether marketing to consumers or Healthcare Practitioners (HCP's), many pharmaceutical companies have changed the way they segment.  HCP segmentation, for example, is no longer driven exclusively by specialty type and rearview mirror volume metrics such as NRx and TRx.  Instead most companies are becoming savvier and incorporating marketing and analytic best practices to build robust customer profiles and segmentation schemes that are based on customer need and value, interest, attitudes, and behaviors.  Integrating customer data from multiple data sources, appending records with commercially available data (census, demographic, interest/lifestyle, etc.) and surveying prospective and current customers to determine attitudes about the disease, treatment programs and tools, and the brand are all part of developing an effective data strategy to be able to tag customers to segments.  The challenge, however, is that newly created segments don't always manifest themselves to customer records that already reside in the database.  So how can you make your segmentation actionable and realize the benefits? 

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