Order Fulfillment refers to the way that companies respond to customer orders. It involves a series of processes that are often initiated with a sales inquiry and generally ends with the delivery of a product to a customer. Here are some of the common services that are part of the overall order Fulfillment process: Warehousing […] →Read more
Liv-ing in a material world. Liv-ing in a material world…all of this buzz about Straight Outta Compton has me stuck in an 80s frame of mind. Marketing Automation (MA) is often perceived as a magic bullet solution to marketing problems. Marketers now almost universally associate MA with the software platforms used to trigger email or […] →Read more
Please note that this article was written 7/27/2015 and like many things, it is a snapshot of the prevalent theories at the time. It is believed that homo neanderthalensis moved into Europe about 200,000 years ago, where they adapted by growing shorter and stockier, which is more efficient to hold body heat in the cold […] →Read more
It is believed that there has been some level of piracy since at least the 13th Century BC. Ever since the “Sea Peoples” we have been working to try to stay one step ahead of those determined to take that which doesn’t belong to them. The modern front has generally moved from the protection of […] →Read more
Why is Predictive Modeling all the rage in marketing management circles? It’s because Predictive Modeling helps marketers trim down who they spend money to reach with an offer, to those most likely to respond. What does that mean? Suppose you have already done some analysis to determine geographic and psychographic market segments for your product […] →Read more
Sometime ago we at Impact were in the midst of a major IT project and I was aware that our tech team had conducted an important test the prior evening. When I crossed paths with our Manager of IT the following morning I asked him about the test. His answer made me smile and it […] →Read more
Is there a business that wouldn’t benefit from using market segmentation? I don’t think so. Yet many managers try to function as though one of the basic rules of consumer behavior doesn’t apply. They assume everybody wants what they are selling. But you can’t make people buy something they don’t want. Pursuing everybody with equal […] →Read more
According to IBM, we are now creating 2.5 quintillion bytes of data…every day. What is big data? Humans are creating so much data every day that, according to the same article, 90% of the data in the world has been created in the last two years. This staggering exponential growth of data has led to […] →Read more
The direct marketing list has been consistently proven over time to be the most critical component to direct marketing campaign success. In fact, most research indicates that the list accounts for 40% of a campaign’s success – more than creative, and more than the offer. List acquisition has also been proven to be an incredibly […] →Read more
About nine months ago, I really screwed up. In a moment of weakness and morbid curiosity, I responded to an internet ad for information on refinancing with a very low mortgage rate. I found myself getting sucked into the experience. The further I got into the process the more uncomfortable I was with the information […] →Read more