“There are three essential approaches for analytic marketing: (1) propensity models predict likelihood to purchase, (2) market basket analysis provides actionable association… — Mark Jeffery Copy Share Image
“You have to have a good marketing and business strategy, but this is not enough. You need sound work processes that monitor… — Mark Jeffery Copy Share Image
“Shortly after a visit to a Harrah’s, customers who exceeded a minimum CLTV received targeted marketing offers to incent cross-market play, and… — Mark Jeffery Copy Share Image
“Demand generation. Marketing to drive sales in the short term. Think coupons, sales, limited time offers, etc.” — Mark Jeffery Copy Share Image
“The laggards spend more on demand generation marketing, whereas the leaders spend more on branding, customer relationships, and infrastructure to support data-driven… — Mark Jeffery Copy Share Image
“If Harrah’s knew the value of each and every customer, and knew who gambled in multiple geographies, it could target marketing to… — Mark Jeffery Copy Share Image
“From our interviews we therefore identified four marketing management capabilities that comprise the MCM capability of a firm: (1) selection, (2) portfolio… — Mark Jeffery Copy Share Image
“Value-based segmentation combined with event-driven marketing, to give customers the right product marketing at the right time, can increase performance by another… — Mark Jeffery Copy Share Image
“Customer equity. Relationship marketing to build customer equity. Examples include exclusive offers for loyal customers, executive events in B2B, reward cards, and… — Mark Jeffery Copy Share Image
“The power of the data-driven marketing approach is that the 15 essential metrics define the ROMI, which justifies future marketing investments (Chapter 5 and 9).” — Mark Jeffery Copy Share Image
“Metric #1: The Essential Brand Awareness Metric Measured by Asking For [product or service], what is the first [company or product] name you think… — Mark Jeffery Copy Share Image
“The channel partner is the customer before the customer, and churn in B2B is the percentage of channel partners that stop selling your products… — Mark Jeffery Copy Share Image
“Most important, though, is the flow of the thought process: understand the marketing business problem you are trying to solve and the questions you… — Mark Jeffery Copy Share Image
“What does this mean? It means that there is a statistical link to firm performance through the MCM component capabilities of selection, portfolio view,… — Mark Jeffery Copy Share Image
“IRR is technically calculated by setting the NPV equation to zero and solving for r = IRR.” — Mark Jeffery Copy Share Image
“There are three essential approaches for analytic marketing: (1) propensity models predict likelihood to purchase, (2) market basket analysis provides actionable association rules (answering… — Mark Jeffery Copy Share Image
“Designing for measurement combined with agility can increase campaign performance by a factor of five or more.” — Mark Jeffery Copy Share Image
“The overarching best practice is to focus, get early wins to build trust, and build momentum based on these wins.” — Mark Jeffery Copy Share Image
“You have to have a good marketing and business strategy, but this is not enough. You need sound work processes that monitor all marketing… — Mark Jeffery Copy Share Image
“Shortly after a visit to a Harrah’s, customers who exceeded a minimum CLTV received targeted marketing offers to incent cross-market play, and the higher… — Mark Jeffery Copy Share Image
“Successful CMOs make efforts to develop a synergistic partnership with other members of the senior executive team.” — Mark Jeffery Copy Share Image
“Demand generation. Marketing to drive sales in the short term. Think coupons, sales, limited time offers, etc.” — Mark Jeffery Copy Share Image
