Monthly Archives: June 2008

Optimizing Marketing Bands 1 & 2

DataBase Marketing, Web Analytics

Now that we’ve had some discussion on the ideas behind these charts, let’s dig deeper into the Marketing Bands chart and review details at each level (click for a larger image in a new window):

HSN Marketing Funnel

What we have here is a chart of the optimized interactive Marketing Bands system we developed at HSN, with an overlay of comparable online Tactics in red (Band numbers in Blue).

After nearly a decade of testing, we arrived at the place where each dollar of marketing spend – at each level – yielded the highest profitability to the company.  Many of the examples here pertain directly to web marketing, and I promise I’ll be specific on that.

Continue reading Optimizing Marketing Bands 1 & 2 →

Online Marketing Bands

DataBase Marketing, Measuring Engagement, Web Analytics, ,

So, we had some good “translation” discussions on the HSN Marketing process document, and the idea that there are a couple of ways to look at “Segments”. 

It’s my belief that if you start with Communication Segments (an idea we finally arrived at with the HSN Optimization in 1993) and then move to Visitor or Customer Segments, you will end up with a clearer, more actionable picture in the end. 

If each Band has a single Objective, and you Optimize to this single Objective, you will end up Optimizing the entire system because Visitors / Customers naturally flow down through the Bands as they pass through the LifeCycle.

There’s really no concrete benefit, on either side, to send the same message to all the folks in these different Bands.  That approach is inefficient at the least and irritating to the customer at the most!

Continue reading Online Marketing Bands →

Your Segment or Mine?

DataBase Marketing, Marketing / Tech Interface, Web Analytics,

Not sure if all the web analytics folks out there will appreciate this post, but I’m pretty sure at least some of you are interested in how all the things we talk about in the Web Analytics / Database Marketing world fit into the larger world of Marketing.  So following on a question from Judah on depth of segmentation, and a post you should read from Gary on joining behavioral and demo / psycho segments, I thought I would offer this example.

One of the challenges people seem to have with behavioral segmentation is finding a way to organize it in their mind.  It just seems too overwhelming to think of Marketing to individuals at the “right time” based on behavior as opposed to some “calendar” idea where you communicate to everybody at once. 

If you want to create a “structure” or “process” to hang behavioral communications on, try this one.

Below is a chart I created in 1993 to explain what Marketing looked like at HSN (you can click for a larger image in a new window):

Continue reading Your Segment or Mine? →