All too often we come across businesses that say capturing and using consumer data in the way other firms have traditionally used it – i.e. to analyse, gain insight, segment and deal with customers and prospects more effectively – simply doesn’t...
It has become an unwritten truth: digital is cheaper than offline marketing. The now almost universal belief is that traditional personalised communications, such as direct mail, are far more expensive – even if they do drive better results...
We’ve worked with a lot of mail order businesses in the last 14 years and the aim has pretty much been the same in every case: use consumer data to hone the targeting, cut waste and boost return on investment (ROI). The idea is to get catalogues...
I meet a lot of business people who appear to have fundamental misconceptions about loyalty programmes – both attendees at conferences and other events I speak at and those simply coming through my door to see what they could do if they wanted to...

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