I recently moderated a panel discussion with three stellar marketing practioners – Nauzar Vimadalal, Marketing Operations Manager at Staples, Shannon Balliet, Director of Database Marketing and Customer Data Integration at Carnival Cruise Lines, and Lynn Locke, Director of Database Marketing at Blue Cross and Blue Shield of Florida. What a great learning experience! Thought you might be interested in some nuggets from the panel. While there’s too many for this blog, here’s three of my favorites:
1) Don’t assume your segments will work forever. Two of the three companies have revamped their segmentation strategy in the last 12 months because of the changes in the economy. (And, the other revamped theirs in the last couple years.) “The only constant is change….”
If you want to ensure relevant and targeted communications, make sure to revisit your persistent segments on an ongoing basis – especially when there are large macro changes like the economy, major competitive shifts, etc.
2) “You can never test enough”. Test, test, test. I wish everyone would test. How can we learn on the effectiveness of new ideas if we don’t test them? Test everything – even lists you’re looking to buy!
3) Even predictive analytics can be sexy! Well, maybe not as sexy as a runway model, but they can definitely get you more lift than that edgy creative copy you wanted to try out this month.
You’d get the runway model joke if you watched the full webcast… 🙂 http://www.sas.com/events/cm/668268/