The cockpit of an airplane looks unmanageable to all non-pilots. When so many factors are in play mistakes feel inevitable. Integrating traditional marketing with digital marketing feels this same way to me. While multi-channel marketing may seem to be more art than science from my point of view that doesn’t mean it should be avoided. […] →Read more
(via Entrepreneur) →Read more
When someone mentions planning for a disaster lots of us feel like taking the ostrich approach, we’ll just hide our heads in the sand. But the ugly reality is that mistakes will happen and ignoring them will only make the problem worse. Here are a couple of simple ideas to plan ahead for when bad […] →Read more
One of the main advantages of email marketing is trackability and one of the benefits of this trackability is measuring how engaged your audience is. Can you see a response to your messages or are they simply opening your emails and moving on? Here are some questions to think about as you think about your […] →Read more
The last part in our series on the Data Analytics offered at Impact is about Sales Analysis. What is a sales analysis? Sales analysis identifies trends, patterns, changes, and variations from expectations. Once a marketing initiative has been identified of interest, sales analysis seeks explanations in order to help manage all of the marketing mix […] →Read more
Our fourth post in this series on Impact’s Data Analytics is about RFM Analysis What is an RFM analysis? A Recency, Frequency, and Monetary analysis scores customers, providing a clear method for ranking customers in terms of their past behavior. RFM analysis provides a basis for allocating marketing budgets to customer groups in proportion to […] →Read more
(via Marketing Pilgrim) →Read more
We continue our series on Data Analytics with a more in depth look at Response Analysis: What is a response analysis? Response analysis creates a line of sight into the overall performance of marketing initiatives, and allows you to compare different campaigns using standard metrics. Response analysis tells you how different market segments respond to […] →Read more
In our last post we gave an overview of what Impact’s Data Analytics do for you. We’ll continue this series and look at Response Analysis, Sales Analysis and RFM Analysis but this time we’ll look a little bit deeper at a Customer Profile. What is a customer profile? A profile answers the basic marketing questions: […] →Read more
Impact has specialized in getting postage discounts for its customers since we began. But as the industry has changed so have our capabilities. One of the pieces of our business that continues to grow is Data Analytics. There are four main pieces; Customer Profile, Response Analysis, RFM Analysis and Sales Analysis. Below we give an […] →Read more