If you are used to advertising on Google and decide to start advertising on Facebook, you will quickly find one major difference: Google advertising is designed by engineers for marketers, while Facebook advertising is designed by marketers for marketers. Google advertising is ruthless in itsRead more

Retargeting has become a very important online marketing tactic in the last few years. It is the last major innovation in online advertising scene. It essentially works like this: Somebody visits your website. Then they move on to visit other websites, and advertisements from yourRead more

In the last blog, we covered how to optimize within AdWords. However, there is greater optimization to be achieved if you integrate AdWords with Google Analytics (GA).  This is because AdWords only cover the user behavior till the user clicks the ads, but GA tracksRead more

The importance of Search Engine Marketing (SEM) as a marketing channel cannot be overestimated. This is due to SEM’s uncanny ability to bring in interested customers at the right time. The advertising methodology used in SEM is Pay-per-Click (PPC). Both terms are used somewhat interchangeablyRead more

Using targeted coupons (i.e. coupons to be redeemed by specific customers) is an effective marketing tactic in B2C. In this blog, we will talk about how to use coupons to reactivate customers.  Before that, let us first explore some other areas where targeted coupons canRead more

The secret for formulating an effective marketing dashboard involves the following (1) include only the relevant key metrics and (2) limit to the fewest possible number of key metrics that provides enough overview of marketing performance. In this blog, we are providing our framework forRead more

It is now widely accepted that keeping an existing customer is much more valuable than acquiring a new customer. Therefore, predicting customer churn and taking preventing actions is paramount in the marketing strategy of any business. The methodology to predict customer churn is different basedRead more

I had a business checking account with Chase Bank for about two years. I have been actively banking with them. One fine day a new client sent me a check. They had used bill pay to create the check. Two weeks later, I tried toRead more

Net Promoter Score (NPS) has gained reputation as the best way to gauge and improve on customer loyalty and advocacy. Higher the NPS score, the better the probability that companies grow organically through repeat purchases and referrals. NPS is a simple, a two-question survey putRead more

In the last blog, we discussed the methodology for calculating RFM score for customers. In this blog, we will discuss how to make the RFM framework actionable by segmenting and creating marketing plans. The following discussion is inspired by methodologies put forth by Putler, aRead more