Subject: Microsegmentation for Macro Returns

From: Chief Marketer <[email-masked]>
Date: Tue, 28 Nov 2006 11:27:39 UT

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November 28, 2006 | A Prism Business Media Publication

TABLE OF CONTENTS

Microsegmentation for Macro Returns
Precision Marketing Is a Green Initiative
2007: The Year of Differentiation
Demand Insight and the Data Value Chain
The Luxury of Change: Trends for Upscale Marketers
Chiger Chooses

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This Week's Stories

Microsegmentation for Macro Returns
Forget trying to market to the "average customer." According to Michael Greenberg of Loyalty Labs, he no longer exists.

Your audience isn't composed of market segments; it's now made up of microsegments. So Greenberg suggests that your goal for the coming year should be to increase the number of segments you can effectively communicate with and market to.

How exactly do you go about doing this? Greenberg explains in his latest CHIEF MARKETER column.

Precision Marketing Is a Green Initiative
Many companies are promoting their eco-friendly initiatives of late. Which leads Jeff Zabin, coauthor of "Precision Marketing," to wonder: "Can an investment in improving customer data analytics to drive precision-marketing effectiveness be considered a green initiative?"

In his latest column for CHIEF MARKETER, he concludes that "the answer is a resounding yes." Click here to read why.

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Join Chief Marketer Editorial Director, Ray Schultz, as he moderates Get Started with Marketing Automation, part of the Unica Webcast series: Marketing Performance in an Agile World which will feature Fred Chapman, director of Segment Management of Unica, and David M. Raab, president of Client X Client. Join them as they discuss the basics for data-driven marketing and for achieving the next generation of marketing performance.

2007: The Year of Differentiation
While Jeff Zabin explores why using data analytics to improve targeted marketing efforts is important on an environmental as well as business level, the team at strategic marketing firm Group 1066 contend that "'green' will get old fast in 2007." Not that they're advocating a return to eco-unfriendly processes. Rather, they believe that "companies will need to look for ways to differentiate their green-ness by basing it in some unique truth that competitors cannot match."

That's just one of the ways in which Group 1066 addresses the growing need for companies to set themselves apart from the competition. You can find the rest of their suggestions and comments at www.ChiefMarketer.com.

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Demand Insight and the Data Value Chain
Collecting data is just one part of the data value chain, according to Gavin Finn, president/CEO of Kaon Interactive. Data beget information, which in turn contributes to analytics, which allows for the development of insights and ultimately actions. And among the most critical data, Finn says, are demand insight data--the prepurchase behavior of your target market.

For Finn's suggestions regarding how to capture this insight, click here.

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The Luxury of Change: Trends for Upscale Marketers
Perhaps the rich are different...but in many ways companies targeting the wealthiest consumers aren't that different from those marketing to a mass audience. For proof, check out the predictions concerning luxury marketing in the coming year by Milton Pedraza, CEO of the Luxury Institute, at www.ChiefMarketer.com..

Choice Links of the Week

Chiger Chooses
For the news media, the "silly season" is generally late summer, when there tends to be a lack of hard news, leaving editors to run all sorts of less-than-stellar content simply to fill space. For marketers, though, you could make a strong case for the weeks leading up to Christmas as being the silly season.

After all, when it comes to promotions, it's tough to get much sillier than illusionist David Blaine spinning inside a gyroscope above Times Square for 52 hours in order to promote retailer Target. After the stunt, Blaine took 100 needy families to Target for a shopping spree. That's quite nice, but I still don't see what getting dizzy and nauseated in a gyroscope has to do with shopping at Target.

This promotion at least makes sense: Toilet-tissue brand Charmin is sponsoring free public restrooms, also in Times Square, through the end of the year. The accommodations are rather flush: flat-screen TVs, a fireplace, and most important, 20 stalls that are cleaned after every use. "We wanted to get our product into the hands of consumers, and we figured this was an innovative way of doing it," a Charmin spokesperson told Associated Press.

Silliness can be sublime, as fans of the 1983 movie "A Christmas Story" well know. Among those fans are a number of ad agencies. The New York Times reports on marketing campaigns from Office Max and Cingular (but not Red Ryder) that reference the film.

It's not a holiday movie, but the new James Bond film, "Casino Royale," has inspired a number of marketing campaigns as well. As Forbes reports, companies that wanted product placement in the film had to agree to actively participate in marketing the film.

Complimentary Unica Webinar: Key factors you must know before getting started with marketing automation.

Find out why business is good and how Oneupweb helped.

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