Thought Leadership Hub 2018-04-19T22:01:13+00:00


3005, 2018

Direct Mail and Marketing Automation

May 30th, 2018|

THE ROLE OF DIRECT MAIL IN 2018: USING THE BUYER LIFECYCLE AND MARKETING AUTOMATION (Part 2) Key Takeaways: Marketing automation is vital today to help retailers and marketers respond to market changes and customer changes. Customer databases are predominately one-time buyers. The benefits of direct mail are clear: much less clutter than the average e-mail inbox has or the average Facebook bro [...]

1605, 2018

Ditching Rule Based Segmentation

May 16th, 2018|

Ditch Rule-Based Segmentation Featuring Stephen H. Yu Principal & Chief Product Officer at BuyerGenomics Even with great advancements in technology for data management, analytics, and campaign tools, holistic personalization is not achieved in everyday marketing campaigns. Rudimentary segmentation techniques are widely used in marketing, however, segments built with a handful of variable [...]

2704, 2018

The Role of Direct Mail in 2018

April 27th, 2018|

    THE ROLE OF DIRECT MAIL IN 2018: PART 1     Key Takeaways: Household response rates to direct mail are at 5.1% the highest number seen since 2003. These numbers can be attributed to the ability of marketers to Target very specific groups as well as customers just receiving less direct mail overall. The cost of data and data storage are lower than ever, which makes high-quality data easily [...]

1603, 2018

Using Paid Search in an Omni Channel Marketing Strategy

March 16th, 2018|

USING PAID SEARCH IN AN OMNI CHANNEL MARKETING STRATEGY Key Takeaways: Don't look at the aggregate CPA. It is not reality. Look at your search term data to create a search acquisition matrix to better understand how your metrics really look between brand and non-brand and net new acquisition and existing customers- the mix of those four items. Build a strategy that shifts the dollars to the [...]

903, 2018

New Customer Acquisition: Marketing Cost vs. Business Investment [Part 5]

March 9th, 2018|

NEW CUSTOMER ACQUISITION: MARKETING COST VS. BUSINESS INVESTMENT [PART 5] Key Takeaways The effectiveness of all marketer’s performance is tied to the rate of return they generate on the marketing budget over a defined period of time. If you aren’t measuring the revenue tied to your marketing budget, you are very likely “spending on” customer acquisition vs. “investing in” customer acquisitio [...]

2202, 2018

New Customer Acquisition: Acquiring your Most Valuable Buyers (MVBs) [Part 4]

February 22nd, 2018|

NEW CUSTOMER ACQUISITION: ACQUIRING YOUR MOST VALUABLE BUYERS (MVBs) [Part 4]  Summary On today's episode, we have Mike Ferranti Founder and CEO of Endai. In this episode Damian and Mike detail how to transform your business by acquiring not just any customer but customers that buy like your very best customers do today. Damian kicks the episode off with asking about the right way to look at y [...]

2002, 2018

Grow Share of Wallet: Capture 100% of a Buyer’s Potential Value (New Ideas)

February 20th, 2018|

GROW SHARE OF WALLET: CAPTURE 100% OF A BUYER'S POTENTIAL VALUE (NEW IDEAS) Summary On today's episode, we have we have recurring guest Gary Beck 30 year marketing veteran. Damian and Gary cover Share of Wallet. For those who do not know what share of wallet is well it is simply calculated as the amount of money spent on your products versus the total amount spent on the category. After Gary [...]

1402, 2018

New Customer Acquisition: Marketing Strategies to Scale up your Acquisition [Part 3]

February 14th, 2018|

NEW CUSTOMER ACQUISITION: MARKETING STRATEGIES TO SCALE UP YOUR ACQUISITION  Summary On today's episode, we have recurring guest Mike Ferranti Founder and CEO of Endai. Damian and Mike continue their talk on New Customer Acquisition. Part 3 is all about how a company can scale net new customer acquisition. Mike, first,  gives his impressions on where the marketer is thinking today when it come [...]

802, 2018

New Customer Acquisition: the (Real) Cost of Customer Acquisition [Part 2]

February 8th, 2018|

NEW CUSTOMER ACQUISITION: THE (REAL) COST OF NEW CUSTOMER ACQUISTION Summary On today's episode, we have recurring guest Mike Ferranti Founder and CEO of Endai. Damian and Mike pick up their conversation about new customer acquisition. This episode focuses on the (Real) cost of customer acquisition. Some companies try to disguise the cost but it is real and needs to be uncovered for any busine [...]

602, 2018

The 4 P’s of Marketing and Nailing the Right Marketing Mix in 2018

February 6th, 2018|

THE 4 P’s OF MARKETING AND NAILING THE RIGHT MARKETING MIX IN 2018  Summary: On today's episode, we have recurring guest Gary Beck 30 year marketing veteran. Damian and Gary go back to school and review the 4 P's of Marketing and the Marketing Mix. More than just telling us what those terms mean they apply it to the current marketing landscape. First, they kick it off by defining and digging [...]

202, 2018

New Customer Acquisition: Prime your Business for New Customer Growth [Part 1]

February 2nd, 2018|

NEW CUSTOMER ACQUISITION: PRIME YOUR BUSINESS FOR NEW CUSTOMER GROWTH [PART 1] Summary On today's episode, we have Mike Ferranti Founder and CEO of Endai. This episode is the first part of our 6 part series on The (Real) Cost of Customer Acquisition and How to do it Right. In part 1 Damian and Mike give a high-level overview of customer acquisition. Mike kicks the interview off with a story fr [...]

2301, 2018

Marketing Automation: Debunking the 6 Most Common Myths (2018)

January 23rd, 2018|

OMNI CHANNEL MARKETING AUTOMATION CONSIDERATIONS FOR ANY BUSINESS Summary On today's episode, we have Mike Ferranti Founder and CEO of Endai. Damian and Mike cover omni channel marketing automation and automation considerations along the entire customer journey. Damian also asks Mike to debunk the most common marketing automation myths. Finally to wrap up Mike shares an interesting story where [...]

1601, 2018

Customer Acquisition Strategies

January 16th, 2018|

BROADCASTING VS NARROWCASTING: STRATEGIC APPROACHES TO CUSTOMER ACQUISITION Summary Customer acquisition costs continue to get bid up aggressively, and that trend shows no signs of stopping. Today we discuss the dichotomy of broadcasting versus narrowcasting to explore alternate strategic approaches that get more with less. Moreover, Mike Ferranti will cover five steps that you can take now t [...]

1101, 2018

Understanding Your Customer Base: Full Price vs Discount Buyers

January 11th, 2018|

UNDERSTANDING YOUR CUSTOMER BASE: FULL PRICE VS DISCOUNT BUYERS How could you use purchase history to better understand your customer base? Today Mike Ferranti walks us through just that with a holistic marketing strategy to maximize both profit margins and profit volume for any business especially retailers. Turning the tide starts with understanding how we the marketer can have a material i [...]

801, 2018

Data Governance

January 8th, 2018|

WHAT IS DATA GOVERNANCE? Summary Data Governance may be defined as the overall process used to manage data in an organization. Management activities include acquiring and organizing data, data cleansing and integrity, database management, data security and communications within an organization regarding these functions. Transcript Damian: [00:00:29] Today we cover how to make sense of your c [...]

2912, 2017

Maximize Customer Value through Segmentation

December 29th, 2017|

HOW DO YOU MAXIMIZE CUSTOMER VALUE THROUGH SEGMENTATION? Summary Customer segmentation allows us to create groups of customers that behave similarly in response to marketing treatments. By marketing to homogeneous segments, we can customize the persuasion process and maximize the lifetime value of customers. This is segment two of our talk about database marketing and this segment we’re going [...]

2811, 2017

What is CRM (Customer Relationship Management)?

November 28th, 2017|

DEFINING A CRM STRATEGY Summary Customer Relationship Management (CRM) is a term that refers to the practices, technology, systems, and strategies associated with managing your customer through the customer lifecycle. The goal of CRM is to maximize customer lifetime value and relationships over time. CRM is perhaps, in my mind, one of the most misunderstood terms in marketing today. As I thi [...]

1809, 2017

BuyerGenomics at directXchage by NEMOA

September 18th, 2017|

BuyerGenomics at directXchange by NEMOA This September, our Founder, Mike Ferranti, and Dylan’s Candy Bar’s Kevin Cohen presented at the National Etailing and Mailing Organization’s directXchange Fall Conference in Chicago. Mike and Kevin shared a case study, entitled "Profitable High Value Customer Acquisition at Dylan's Candy Bar." With retail struggling today, Dylan’s Candy Bar is transfo [...]

2606, 2017

BuyerGenomics Presenting at Google NYC (Case Study)

June 26th, 2017|

BuyerGenomics Presenting at the Elite  SEM Summit This June, BuyerGenomics was invited to speak at the Elite SEM Summit held at Google's New York City headquarters. We were accompanied by one of our clients Dylan's Candy Bar to present their current campaign to acquire new better customers. SEM Presentor: [00:00:00] We're going to keep on moving with the elite partner showcase your top up of [...]

1004, 2017

BuyerGenomics at the SFA Business Summit

April 10th, 2017|

BuyerGenomics at the SFA Business Summit This April, our Founder, Mike Ferranti, presented at The Specialty Food Business Summit, taking place in Chicago, IL. Below is an excerpt from his featured presentation about Email Marketing and implementing our MVB Model. You can find a transcription of the video below as well as a few images. [00:00:03] Now there are three laws that if you get nothi [...]

2702, 2017

Great Business are Built on Great Customers

February 27th, 2017|

Published by:  Most business leaders want to run an enterprise that is truly “great.” Some are satisfied with running a “good” business, and in many circumstances there is nothing wrong with that. Over the long haul however, there’s a problem with just being “good.” As the venerable Jim Collins has researched and proven --all businesses over time break one way or the other. Eventually, the fe [...]