KnowledgeBased Management
Managed, designed, created, and maintained consumer and business-to-business (B-T-B) databases. Client databases consist of B-T-B databases from 1,500 customers to consumer databases of 13 million.
Database Marketing Business Planning
Created and implemented business plans that propose strategic initiatives that measure the success of test markets, ROI for current marketing strategies/promotions and new business ventures. From the information assembled from a marketing integration audit, the writing of an integrated marketing business plan begins to move these businesses from point A to B by implementing an integrated marketing strategy regardless of where they reside on the sophistication line of direct and integrated marketing. Eventually, the goal of the marketing business plan is to integrate all business information, resulting in profitable and measurable ROI from marketing efforts to end-user customers.
Continuity Programs
Evaluated, managed and directed continuity programs through the start of the offer, order entry, fulfillment, caging, shipping, returns and customer service. Implement the reporting for these programs.
Pricing Strategies
Developed pricing strategies to complement and coordinate overall marketing strategy of an entire organization. These identified improvements in price realization increasing organizational profit margins.
Long-Term Return-On-Investment Planning (ROI)
Constructed integrated marketing planning that is aligned with the strategic plans of the business/organization. ROI planning illustrates how cost reductions, revenue enhancements, and process improvements in marketing, will all be outweighing assets favorable to integrated marketing through business planning. The goal of this approach is create and perpetuate long-term ROI for the business.
Interactive Voice Response (IVR)
Created, developed and implemented IVR strategies to integrate and initiate multiple interactive marketing communications efforts between an organization and its customers by marrying interactive and database marketing technologies. IVR benefits to retailers include 1) reduces postage and production costs for any direct/database marketing promotion planning to use a mail piece, 2) marries direct marketing with retail, 3) provides immediate response estimates, 4) customer learning is accelerated through frequency, 5) marketing research tool, and 6) store inventory control gauge.
Database Maintenance Planning
Developed, implemented and monitored a Database Maintenance Plan that saves waste avoidance dollars based upon volume of postage and production estimates, and gains of sales revenue from the recovery of lost customers. DMP's integrate large corporations and organizations that are divided into several business units by coordinating their direct marketing, mailing and data hygiene efforts. Depending upon the annual volume of mailings and the extent of data hygiene neglect, some DMP's have saved organizations $1.5 million in postage and production waste and recovered $3.8 million in customer recovery revenue the first year of implementation.
Recency, Frequency and Monetary Analysis (RFM)
Devised and implemented test markets using RFM values and other segmentation variables to predict customer purchasing behavior before rolling out an entire promotion. RFM cells are determined differently from each organization by indexing by their own database parameters.
Business-to-Business Marketing Strategies
Designed database marketing strategies that start with customer and prospect data collection and identification of the end-user through businesses, dealers, agents and distributors and their behavior. Key universal strategies for B-to-B involve 1) utilization of online access to a central response center database, 2) implementation of end-user information into strategies for sales, marketing and product development, and 3) follow-through strategies that integrate initial marketing strategies through the business, dealer, agent or distributor as the joint-customer with the end-user.
Segmentation Systems
Researched and implemented segmentation systems that enable an organization to code each customer by a segmentation cluster. These allow an organization to create customer profiles and clone their customers by purchasing some more prospects that are pre-qualified as their same flavor. (Claritas, Equifax, SACHs & Metromail's DNA)
Marketing Integration Audits (MIA)
Administrated MIA's that allowed IMS to analyze the database marketing parameters of the organization. These include business assumptions and processes, budget, source-data strategies, costs, in-house resources and tools, contingencies and alternatives, departments of organizational impact, and an identification of performances from past marketing campaigns and their approaches. The audits gave clear assessments of expectations and limitations for initial direct and database marketing strategies and their implementation schedule.
Event Marketing Programs and Involvement Strategies
Created niche and event marketing programs and involvement strategies to target customer segments. Customer segments are determined by demographics, geographics, behavior, offers, benefits, product, product usage, transactional source codes and profitability.
Source-Data Strategies
Engineered strategies for collecting and tracking of consumer transactions, responses, entries of promotions and events, survey data and customer service efforts. These are data source strategies that teach organizations how to collect and track raw marketing information by a business process function.
Resting Strategies
Implemented resting strategies that determine the most effective times to promote to each customer, when to "rest" them, and how to maintain visibility with them.
Lifetime Value Analysis by Product Optimization
Constructed and implemented Lifetime Value analysis models. These profitability models allow an organization to relate the long-term profit per customer against the total cost of marketing to that customer, and the cost of acquiring that customer.
Prospect Modeling Systems
Researched and implemented segmentation systems that enable an organization to code each customer by a segmentation cluster. These allow for the creation of customer profiles of prospects by modeling customers by their purchase of a line item, by vendor and/or product category. This also reduces customer acquisition costs by selecting only prospects that are pre-qualified as their same flavor.
Advanced Statistical Models
Built and implemented various advanced statistical models such as the development of regression equations, CHAID, principle of components analysis and neural-networks. Modeling processes are done following exploratory data analysis (EDA).
Customer Variation In Value Strategies
Developed communication/contact strategies from measurement of empirical behavior that determines current value/benefit that each customer/segment has for a specific product or service category. These strategies are developed with emphases on data validity by incorporating the factors of data perpetuation, systemizing business, marketing and communications processes, and current measurements of success.
Measurement of Success
Creation of strategies to measure and enhance merchandise selection, promotion testing and productpresentation. Measuring success is determined by the typology to segment an organization's database, themethodology of measurement and the products and services that are offered by an organization.