From the category archives:

Segmentation

10 Marketing Trends for 2011

The meaning of marketing continues to evolve and how that changes the way we engage with our customers. Trends are emerging in customer engagement, how we integrate data, how we leverage marketing analytics. As marketers, we are also seeing social media usage mature, changes in mobile marketing and increased conversation about customer privacy. Customer touchpoint becomes a priority and understanding how all of these trends can work together will be the key to marketing success in 2011.

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Understanding the Five Customer Relationship Stages to Full Engagement With Your Brand

As our clients juggle new channels, new technology and new media, we realize that their relationships with their customers and prospects have to be 24/7 and “always on”. How we help them with Analytics, strategy and marketing technology today really goes beyond just the marketing process, but helps them deliver a consistent and relevant brand experience across the entire consumer relationship.

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Understanding B2B Campaign Responses – Building a Methodology

SIGMA Marketing Group has recently completed an analysis of past B2B campaigns and we have discovered some important findings that are now guiding our campaign designs. We discovered that prospects respond at a significantly lower rate than customers. It’s also clear that response rates vary by the methodology used to conduct the marketing touch, with email prospecting consistently performing at the lowest response rate. We found that prospect response rates vary depending on the relationship the company has with the prospect, for example if the prospect is a past customer they are more likely to respond then other prospects.

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Are Personas the New Customer Segments?

The digital concept of Persona is catching up with the database marketer’s idea of Segmentation. The web experience has become richer and web strategists have embraced the idea of many personas and tooled the experience to deliver choices and personalization and different pathways to support the different groups of visitors. Marketers commonly talk about Personas in the plural form, and this is a great thing for improved relevance for consumers.

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Your Customer Segments Are on the Move!

Marketers have known for years that it is imperative to understand what customers their product or service appeal to. The fact is many of those traditional, tried and true methods of profiling, enhancing customer information in order to gain a more complete, descriptive view of your customers are still valid today. The challenge we often see, is that the customer, household and market has fragmented and often can render traditional, static segments obsolete. New markets are opening up and old markets are dying.

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Cookie Cutter B2B Sales Methodologies Don’t Work.

No sales cycle should ever be looked at from a cookie cutter approach, but this is especially true and examining the B2B sales process. In B2B transactions, there is no way to fully predict the decision making hierarchy, as every organization has a different marketing or purchasing structure with unique buyer types. This can make your B2B marketing messaging a challenge.

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How Banks Use Data Mining to Answer the Big Marketing Questions.

Data mining can help solve business problems in banking and other financial services companies by finding patterns and correlations in business information that might not be obvious to marketing managers because the volume of data is simply too large.

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Web Analytics Opt-out: Is It the Beginning of the End of Web Analytics?

When Google announced on their blog that they were releasing a browser add-on that gives web surfers the choice to opt-out of being tracked by Google Analytics, a few confused marketers commented that they thought this would lead to the end of Google Analytics as we know it.

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Don Draper and the Long, Winding Road to Cross-Channel Marketing Success

As most B2B and B2C marketers look in the mirror halfway through 2010, it’s a time for a brief pause to reflect on what it takes to successfully integrate and measure multiple marketing channels. Let’s face it, the last 10-15 years in the marketing business have been like no other in our lifetime and the next decade promises to be even more interesting and exciting. Makes me want to watch another episode of Mad Men to pinch myself on how far the marketing industry has come. Imagine Don Draper (chief character in the excellent AMC series, Mad Men) in a room full of web analytics folks? And no one was smoking or drinking?

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Dating 2.0: The Revolution of Online Dating Through Beauty Segmentation

Online dating service OKCupid.com has taken the application of predictive analytics to a whole new level by ranking and segmenting the more attractive site users from the less aesthetically pleasing ones.

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