September 2011
2 posts
6 tags
#83/111: Strategic Database Marketing
What is it about?
You collected data from your customer and then? Arthur M. Hughes explains how to analyze customer data and use it in the decision making process.
What can I learn?
Recency, Frequency, Monetary: The easiest metric is RFM. You divide each customer in one of many groups and test your offering/ad/etc. on a small subset. Let’s say you got 10000 customers. Now you are going...
8 tags
#82/111: Confessions Of An Advertising Man
What is it about?
If you are interested in advertising you probably heard of David Ogilvy. He’s the master mind behind one of the greatest advertisements of the last century. In this book he talks about his work ethics, marketing research and how he ran his company.
What can I learn?
You can’t bore someone into buying: Although Ogilvy was one of the more conservative advertisers...