Monthly Archives: January 2013

The rationale behind Campaign Evaluation

Measuring the effect of marketing campaigns provides a platform to defend, and increase, the marketing budget. From the CMO’s perspective it is also a way to increase his/her influence in the company. When marketing is evaluated against clear and relevant … Continue reading

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From Data to Information to Knowledge

Being data driven is basing desicions on facts (your data) instead of personal opinion. But data is nothing in itself, it has to be interpreted and used for a relevant purpose at a relevant time to add value to your … Continue reading

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The keys to successful personalization

If you want to use personalization to differentiate your company towards your competitors, these are the keys: Predictive modelling – Multichannel – Automation – Testing/analysis. Personalization can be defined on a large scale. A simple example is writing the recipients … Continue reading

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