Analyze Your Customers

Our fourth article in this weeks’ Test-and-Learn series focuses on testing components that you may not currently be evaluating. It’s pretty common to test creative, list and offer, but in our experience we see fewer marketers looking at:

1. Channel–are there channels that you should be using that you currently ignore?
2. How do generational attributes impact campaign success?

Idea 6: Test New Channels to Reach Your Customer Base

It’s key to integrate all of your marketing efforts in order to maximize the marketing investment. If done correctly, a multi-channel marketing approach should reap more profits than the sum of the programs deployed alone.

It’s critical to understand the correct communications ‘path’. For example, should you send a direct mail piece, followed up with a phone call? Should you also e-mail? And, how do you control for the other offers out there in print or on TV?

It’s also imperative to understand channel preferences. Do you know which customers prefer to receive a catalog, which like e-mail, and which customers simply want to be left alone—they’ll contact you when they’re ready to buy? There are some tactical methodologies that can maximize your overall marketing investment, including using predictive modeling that considers how your customers have interacted with you in the past to predict how they’d like to interact with you in the future.

We’ve written a White Paper that features market leading channel integration practices. Let us know (via e-mail or comment) if you’d like a copy.

Idea 7: Test to See if Generational Attributes Impact Results

Today there are five living generations. Each one interprets information differently and possesses unique buying behaviors. The generation of the future, The Millennials will be your decision-makers in 2010 and beyond. It is important to understand this generation as you are planning product and service enhancements, and as you develop future marketing strategy.

The Millennials are the largest in size of any generation and will significantly impact each of us in our marketing efforts. Consider tweaking your message and/or offer so that it resonates with each of the five generations. If done correctly, you should see improved results as you are communicating with them in a language they can understand.

By the way, we’ve also documented the key attributes of each of the generational groups. Let us know if you’d like this document.

Prior Test-and-Learn articles:

Idea 1: Evaluate Testing Strategies for New Customer Acquisition Programs

Idea 2: Get Your Analytical House in Order

Idea 3: Integrate Your Data to Understand Your Customer Relationships

Idea 4: Grow Your Customer Relationships

Idea 5: Evaluate Your Retention Program