Michael Collins

Increased Effectiveness of Your E-Communications

Understanding a customer's needs is essential to good business – it is a basic tenet of marketing. But add to that insight into how different types of customers behave, react, respond and buy and an organization won't out miss out on valuable opportunities to...

A Vacation Is Not a One-Off Sale

I have often been surprised to what extent travel companies still look upon each sale as a conquest rather than the next transaction in a customer relationship. I am referring specifically to what, in the United Kingdom, are called package tour operators: companies that...

Don’t Forget That Customer Experience Includes Hopes and Dreams

Buying a car is one of the last bastions of making a purchase where one can forget for a moment one is over 50. If you ... Buy a chair, can you get out of it? Buy a house, how many steps are there...

How Do Sales and Marketing Collaborate?

The key to sales and marketing cooperation is to use data to direct the marketers on the marketing mix and present the prospects most likely to buy to the sales force—a win-win situation that maximizes the effectiveness of the marketing budget and delivers the...

You Can Find Nuggets of Opportunity in Your Data

We're told that businesses can find tremendous benefits from analyzing the vast amounts of data they collect. And it's true. In fact, you can find hidden nuggets of information among your data, once you know how to go through it systematically. To give you an...

The Web Puts a New Spin on the Campaign Management Loop

The growth of the World Wide Web has implications on both sides of the data-driven communications equation. On the one hand, the web provides a novel, exciting and convenient medium for delivering a message to customers and prospective customers. On the other, it presents...

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