I recently answered a question about customer segmentation on LinkedIn Answers, and figured I’d share my comments here as well:
There are multiple ways to capture segmentation data (not the least of which is to buy it from data-warehousing companies). In terms of data supplementation driven from your site itself, some can be driven through your […]

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I generally find it helpful to think of digital marketing activities as embodying one or more of the following “types” of marketing:

Brand Marketing … which demonstrates the promise of the brand in way which ensures it becomes part of the customer’s consideration set for the category. Brand marketing (especially in the form of PR […]

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Here’s an “incite-ful” post about retail store organization from Seth Godin. Seth seems to have caused a fury amongst traditional retailers by suggesting a logistically difficult (read: near impossible) store organizational model.
The lesson? He’s right about the organizational opportunities, but he’s suggesting something along the lines of the classic content restriction or […]

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As a general rule, email is not terribly well used by etail firms. Here’s why.
List Matters Most: the 50/40/10 Rule
Direct marketers know that the main determinant of program success is not creative execution, but rather the quality of the list. After the list, the quality of the offer comes next…. and […]

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Here’s the deal. I know who I am. It’s you people — you etailers — that have the problem. And it is your problem, not mine, so please take responsibility for it…
I wish you’d take my word for it. … but since you can’t, please be sensible about how you verify […]

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