Automotive Industry, meet Analytics.
Analytics, meet Automotive.
Nice to make your acquaintance. This union–at last–results in Discipline, and it couldn’t come at a better time.
Well it’s “almost” been here for a while, kind of… For a long time, large Automotive “data” firms and others have been generating “lists” that provide some insight into “who might buy a [...]
As an Analytics group that serves a lot of clients directly, we face a lot of headwinds. I see it all the time from small and large companies alike – do these sound familiar?
“Analytics – we’ve got that covered.”
“We already do that here.”
“We have our smart guys on board.”
To quote Val Kilmer’s Doc Holiday in [...]
The goal of any automotive marketing program should be to create INCREMENTAL sales and service revenue via the marketing program. It is an obvious point, but most automotive marketing programs simply market to everybody, and then attribute every single “response” to the marketing program, not recognizing the obvious point that there are other factors at [...]
The basic methodology for evaluating consumer marketing event performance is so widely known that it hardly needs to be mentioned: classic experimental design –whether ‘test vs. control’ or ‘pre-test/post-test’ observation– is the universally preferred method. But often it is not practical or even possible to execute an event in the context of an experimental design: [...]
If I had a nickel for every time I heard about the horrific failures of segmentation… The truth is that segmentation really is in the eye of the beholder. Let me make a statement that is a bit overreaching (but hey, that’s a blog):
Most of the time, segmentation does not work.
The good news? Segmentation can work if it’s done properly, but that’s easier said than done.
Many companies blindly attempt to retain customers at all costs. Is this a good practice?
Are there situations where you should allow customers to walk away? How much should you spend to retain a customer?
The analytics industry is becoming ever more sophisticated and advanced. Nearly every week, we hear about a new analytics innovation that involves a new technique, a new area of data or a new approach to an old problem that enables some company make a significant step forward in how they are analyzing their customer base [...]
A new SunTrust Bank and CheckFree Corporation study reveals a clear link between electronic billing and payment habits and higher account balances, customer loyalty and profitability.
In today’s world of decreased marketing budgets, optimal testing of Direct Mail, Email Campaigns or Web marketing is essential. Industry in general has historically adopted a split test approach, where a list is divided into a test group and a control group. Now, there’s a new game in town: Experimental design.