This is a blog about marketing analytics. I am a direct marketing professional who loves marketing, strategy and analysis and I welcome your thoughts and feedback on these topics as well.
First, let me tell you a little more about me. At a dinner several years ago, a client announced to my colleagues that he knew how to make me smile. He simply had to say that he had data. It is very true; data makes me happy. I love analyzing data because it can answer business questions and provide insight into marketing challenges. At the end of the day, your recommendations are grounded by data.
That is one of the reasons that I work in direct marketing. There are lots of data elements that can be analyzed and almost endless possibilities. For example, you can create models for targeting, conduct A/B testing, analyze response rates and calculate ROI (return on investment) by customer segments.
This blog will discuss current trends in marketing analytics, various techniques and the field more generally.