Monthly Archives: June 2008

Peak Engagement (Band 5)

Brand Management, DataBase Marketing, Measuring Engagement, Web Analytics

Optimizing Individual Communications

Where the Band 4 Optimization optimizes general communications like newsletters, the Band 5 Optimization is all about hyper-targeted communications to individuals.  We’re talking mostly about special circumstance stuff here, more exotic ideas that may actually fall outside what you might traditionally think of as “Marketing”.

If Band 4 is the “Air Cover“, Band 5 is Special Ops (see Band Model).

In Band 5, you basically have algorithms of various kinds that are “sniffing” the databases looking for special situations that have exceedingly high ROMI.  Often, these ideas deal in one way or another with high value customers that appear to be dis-Engaging; many of these scenarios related to Marketing, Service, or Product in one way or another.

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Optimizing General Communication (Band 4)

DataBase Marketing, Measuring Engagement,

In the Band 3 Optimization, we’re concerned about the Interface, the moment of truth when people who have Awareness, Interest, and Desire generated in Bands 1 and 2 are ready to take Action.  If we are successful at Optimizing the Interface, people take Action and become Customers, entering Band 4 of the model.

At HSN, we looked at customer communication this way: as soon as a customer makes their first purchase, they begin the defection (dis-Engagement) process.  I’ve referred to this idea before as “customers naturally fall down through the bands“.  The approach assumes every customer interaction we have after the first purchase directly affects how long this new customer will remain a customer.

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Optimizing the Interface (Band 3)

DataBase Marketing, Marketing / Tech Interface, Web Analytics

After the lessons we learned in the Band 1 and 2 Optimizations (see Band diagram) for HSN, we were able to reallocate that budget to invest in Band 3 – Optimizing the Interface. We realized during the previous Optimizations we were already getting a tremendous amount of traffic through channel surfer / clickers, but this traffic was not “converting”. In other words, we really needed to Optimize the “Landing Page” for this existing audience – the TV show itself.

Don’t suppose the above scenario sounds at all familiar to the web analytics folks out there – you know, “more traffic, any traffic” is the answer?  Oops, maybe not, what about higher conversion?

I won’t bother providing the Band 3 example for the web; you all know what Optimizing Landing pages / web sites is about, or can certainly find that info elsewhere.  However, you might find the Optimization of a TV shopping channel interesting…

Continue reading Optimizing the Interface (Band 3) →