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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
Growing up in the 80’s, I can remember bouncing in and out of the house between commands of “go play outside” and trying to master the ever developing industry of home based consumer video games. All the while, I was continually losing track of the small bits of change that my pockets were paying to […]
Today is Bastille Day. I had planned to write about the French Revolution but then I received an email last Friday that propelled me to a write about another revolution: The Geek Revolution. In case the more sophisticated intellects, couture divas and self-absorbed millennials have not noticed yet, self-proclaimed Geeks are the new Black. WhereoWare […]
Raising my children has been one of the greatest joys in my life. Having three adult children out of the nest you begin to wonder, did I raise them right? Did I prepare them for what they might find in the world? Did I do all I could do? What else could I have tried? […]
July 5th, the start of Shark Week 2015, came in with a Shark Week countdown website, a promotional video featuring rock legend Billy Idol’s voice exclaiming “It’s Jawsome” and more Shark apps such as Shark Finder and Sharks ReScored, as well as the potential of advertising revenue that is described as Discovery Channel’s Super Bowl. What can marketers […]