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Mark Jeffery
More books by Mark Jeffery…
“The laggards spend more on demand generation marketing, whereas the leaders spend more on branding, customer relationships, and infrastructure to support data-driven marketing.”
― Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
― Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
“There are three essential approaches for analytic marketing: (1) propensity models predict likelihood to purchase, (2) market basket analysis provides actionable association rules (answering questions such as customers who buy this product also buy what else?), and (3) decision trees enable hypersegmentation based on events and other customer characteristics.”
― Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
― Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
“Shortly after a visit to a Harrah’s, customers who exceeded a minimum CLTV received targeted marketing offers to incent cross-market play, and the higher the CLTV, the greater the value of the offer.”
― Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
― Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
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