Analytics-IQ

Creating Access to Data in the Online Marketing Space

mikeh — Wed, 08 Sep 2010 19:25:14 +0000

Having grown up in the offline data and predictive modeling world, the focus has always been on finding ways to improve traditional direct marketing solutions for our clients. This normally centered around appending our consumer data to historical marketing files, developing custom analytics for targeting, and either scoring external lists or extracting marketing lists from [...]

DM Days 2009

FeO Consulting — Wed, 24 Jun 2009 18:00:44 +0000

Having just returned from DM Days in NYC, I thought I would share some observations: 1). Attendance appears to be way down. I’d hate to venture a guess at how far down it has gone, but it was obvious that the exhibit hall was maybe half as full as last year. 2). There were still some quality [...]

The Handshake Between Risk and Marketing

FeO Consulting — Wed, 20 Aug 2008 17:59:56 +0000

We have worked with a number of financial services firms over the years on risk and marketing projects, and are very familiar with the interaction between these competing dynamics. The interesting thing about these influences (and the challenge in dealing with them) is that they are inversely correlated. So, individuals with high credit risk tend [...]

Leverage the Power of the Economy

FeO Consulting — Mon, 07 Apr 2008 17:58:54 +0000

While the recent volatility in the economy has, for many companies, put a damper on marketing results so far this year, there are some emerging opportunities. My firm has done a lot of analysis around utilizing econometric data to improve marketing models. The result: we have found that this data, when used correctly, can add [...]

How Not to be Sucessful in Direct Marketing

FeO Consulting — Thu, 12 Apr 2007 18:58:07 +0000

Here are the leading ways to NOT differentiate yourself in direct marketing: 1) Build a massive prospect database. I have had a front-row seat for a number of DB builds over the years, and have come away convinced that large-scale prospect databases are only for the largest DMcompanies. I think that most DM companies need a prospect datamart(i.e. consisting [...]

How to Select a Modeling Vendor

FeO Consulting — Thu, 12 Apr 2007 17:54:26 +0000

As an analytics vendor for the past fifteen years, including the last ten years as the head of two different modeling/analytics companies, I have some definite thoughts regarding best practices in selecting a provider. 1) Competency — I believe that only about a third of companies that sell analytical services are consistently competent. By this [...]