Category Archives: Measuring Engagement

Optimizing End of LifeCycle (Bands 6 – 8)

DataBase Marketing, Marketing thru Operations, Measuring Engagement

In the Band 5 Optimization for HSN, we looked for high ROMI special situations in the database.  This is really classic database marketing stuff, you’re looking for segments, and you’re looking for ways to Optimize those segments.  You could spend the rest of a career doing this kind of thing; there are always new segments like FIPS being revealed if you have an active analytical staff.

There were other programs in Band 5 based primarily on product-related transition phases in the LifeCycle; I won’t go into these here.  If you are interested in these ideas, I wrote one detailed example, which combines Customer Experience Management / Band 3 – Customer Comment Analysis / Math / Product / Marketing right here.

Continue reading Optimizing End of LifeCycle (Bands 6 – 8) →

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.

Continue reading Peak Engagement (Band 5) →

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.

Continue reading Optimizing General Communication (Band 4) →