Alan Weber

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Grow Your Customers

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 [...]

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Segmentation Strategies for B-to-B 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 [...]

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Mining for Creative Ideas

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 [...]

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Put the Horse Before the Cart

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 [...]

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Database Special Report: Beyond the Black Box

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 [...]

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14 No-Fail Steps to Building a Database

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 [...]

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The Rise of Co-op Databases

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, [...]

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Trade Secrets Reviewing Marketing Data Over Time Yields Power

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 [...]

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Selling to Both Businesses and Consumers

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 [...]

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Segmentation Secrets! (1,517 words)

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 [...]