Triple Venti Dolce Data...
Vince Pickett | May 29, 2013
With the lingering, precarious feelings about the state of the economy, along with plenty of concerns about the business climate in general, I find that there is always a great deal of hesitation around beginning any kind of large- or even medium-complexity project focused on data. In many instances, the general consensus from senior management and even ancillary groups outside of the marketing and data management groups is the company has been doing fine with everything just the way it is, with plenty of "If it ain't broken we don't need to fix it" or "Let's focus on increasing revenue
Who's Your Data?
Rio Longacre | December 19, 2012
June 17, 2013
All things being equal, you want to sell items that cause customers to purchase future items related to the original purchase. Of course, you have to sell the original item, and that's not easy, but from a marketing standpoint, you want to capitalize on items that fuel subsequent loyalty. If you owned an RV with a 50 amp connection, you'll learn that you need a 30 amp adapter. In other words, the RV purchase leads to a need for add-ons, those add-ons generate incremental profit. In Merchandise Forensics, I analyze items that foster subsequent add-on behavior. These items accelerate customer