Malcolm Duckett

About Malcolm Duckett

OMG! you mean RFM is useful?

Those of an analytical/numeric persuasion in marketing can often be heard wittering on about ‘RFM scores‘ and ‘quintiles’, and much of the time these ideas feel like something completely irrelevant to the “real world”…

…but a couple of weeks back I had a real OMG! moment, when I had a stark lesson in just why these ideas matter, and how powerful they can be.

Conversion optimisation: is it really about the colour of the buy button?

Once you have captured your visitor, all you need to do is convert them.  

The old ideas centered around linear conversion funnels and site design are being overtaken by a focus on the customer and their lifecycle with the brand or business.

Here we talk about some of the factors that need to be considered and suggest five proven lifecycle-related campaigns that can be implmented with today’s generation of marketing automation services.

It’s not the size of your data that counts…

It’s how you use it. Big Data is today’s marketing black, no doubt about it. But it’s not as one pundit suggested “Big Data is just ordinary data with good PR” neither is it just the amount in your stash.

No, if you want to realise the massive/staggering/blinding difference data about your visitors can make to your marketing, business and profits you have to learn to wield it effectively.

So, having been given the opportunity to blog about data-driven marketing, data-privacy, and all things targeted, I should start by talking about what we mean by, and can do with, the Big Data bonanza that the online channel provides us…