What does your mobile phone usage say about you? Probably a lot more than you think. Mobile phone operators are using advanced analytics to “mine” call detail records hoping to use the information to improve service quality and create more personalized and relevant offers. But that’s old hat…
Archive for the ‘Segmentation and Targeting’ Category
Thursday, September 21, 2006
The Power of Personas
Imagine for a minute that you’re on a charge to make your company — or your product, or your Web site –increasingly customer-centric. So you have a company-wide kickoff to rally passion around the customer….
“We need to better serve our customer and be more customer centered,” says Joe the CEO…
Thursday, September 7, 2006
“‘Washer’ Seeks ‘Folder’ for Walks on the Beach…”
Whirlpool has just launched an effort to pull together single men and women, especially second-time singles (a new-to-me term, otherwise known as divorced) and singles over 30, around their brand….
In partnership with the relationship-connecting site Perfectmatch.com, they are hosting “Spin Cyc…
Tuesday, August 8, 2006
Google Helps XM Radio Target Ads
It has been announced that Google will power XM Radio’s commercials, giving AdWords clients the ability to target XM’s customer base with ads….
As part of the deal, Google advertisers will have a simple, automated way to reach XM’s millions of subscribers nationwide and XM will have access to Go…
Monday, August 7, 2006
What Are Their “Need States”?
Mary Minnick, the relatively new CMO of Coke, likes to talk about 10 primal “need states” (e.g., hunger and thirst, health and beauty, etc.) in understanding the triggers around a customer purchasing one of Coke’s products, according to an interesting article I read in in BusinessWeek this week…….
Thursday, July 27, 2006
Navigators, Explorers, and Engaged Participants
Last weekend I had three different kinds of interactive experiences. In each of them, I acted like three different kinds of people (more accurately mindsets)….
…A Navigator. An Explorer. And an Engaged Participant. Before I get into how I define these along with examples, allow me to make a fe…
Monday, June 26, 2006
A Brave New Buzz
I recently got back from the Kid Power conference in Orlando where I chaired two tracks: the “TV, Internet, Mobile & Beyond” track and “Promotions” track, respectively….
I’ve got to tell you, this conference was an eye-opener for lots of people.
Social networks. . . MySpace.com and Facebook.com?…
Wednesday, June 21, 2006
It’s All About the Custoconsumuser
Yes. Let’s call human beings people. But let’s also get a little more specific…
The debate has flared up again. The professional world is discussing what we should and shouldn’t call our “peeps.”
Don Norman holds this perspective:
“Words matter. Psychologists depersonalize the people they study …
Thursday, May 11, 2006
Not Your Mama’s Marketing
When was the last time your marketing plan looked anything like this…?
First, let me back up a minute. Recently, I spoke to a group of marketing executives about customer experience management (CEM).
After going through definitions,fundamentals and pitfalls, we started talking about what CEM rea…
Monday, April 17, 2006
Moving from Mass Market to the “Massive Market”
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Isn’t micromarketing just marketi…
