Alan Weber


This is a Profile

Grow Your Customers

General

Life event-driven marketing (EDM) can be a useful tool in unearthing new opportunities to find or serve customers. Very different from an RFM-driven, transaction-based approach, EDM seeks to find changes [...]

This is a Profile

Segmentation Strategies for B-to-B Marketing

Performance Marketing

In B-to-B marketing, relationships can be complex. Some contacts buy, while other contacts only influence a purchase decision. Sales often take months to complete, and must go through a multiple [...]

This is a Profile

Mining for Creative Ideas

General

Anyone familiar with database marketing is aware of the cultural divide between creative types and data types. It’s as if the two groups speak a different language. While maximum response [...]

This is a Profile

Put the Horse Before the Cart

General

Effective housefile segmentation begins with sound strategy and defined goals. The ability to market to customers with different needs, in different ways, requires what marketers call housefile segmentation. But what [...]

This is a Profile

Database Special Report: Beyond the Black Box

General

Segmentation Is More Than a Tactic—It’s Also a Strategy. Using statistical techniques to segment customers is an effective tactic, but how you market to these segments is a strategy. Rather [...]

This is a Profile

14 No-Fail Steps to Building a Database

General

by Alan Weber People have bet their careers on their ability to build and manage a successful marketing database. Unfortunately, many of those bets were lost. If knowledge and behavior-based [...]

This is a Profile

The Rise of Co-op Databases

General

by Alan Weber Those in direct marketing have always been different from those in other industries because they share data. At some level, every industry measures results and tests products, [...]

This is a Profile

Trade Secrets Reviewing Marketing Data Over Time Yields Power

Performance Marketing

In a previous article, ("Segmentation Secrets," Target Marketing, Sept. 1999, pp. 58-62) we examined some of the secrets that are typically uncovered when reviewing marketing data. In this article, we [...]

This is a Profile

Selling to Both Businesses and Consumers

Performance Marketing

by Alan Weber Business-to-business marketing and business-to-consumer marketing are very different. Communications are different, databases are different and sales methods are different. Most companies consider themselves to be one or [...]

This is a Profile

Segmentation Secrets!

General

by Alan Weber Profitable customer segmentation requires treating different segments differently. If different segments are treated the same, what is the point of having different segments? Knowing why and how [...]

This is a Profile

Database Marketing – Making Better Decisions

General

by Alan Weber There is a revolution going on in database marketing, and it's not about making computers go faster. It is about making people smarter. Based on the idea [...]