This week I had the privilege of speaking at a breakfast briefing hosted by MyCustomer and Royal Mail Data Services. It was a great opportunity to share how useful event triggers can be, from my own experience helping clients.
Those joining us for this ‘invitation only’ breakfast came from a range of sectors, including not-for-profit, Retail & Financial Services. Only a minority were already actively using Predictive Analytics, to target their marketing, but those who were used propensity models.
As I’ve shared in a previous post, timing can be so critical to the effectiveness of your marketing. Quoting recent reports issued by both Royal Mail Data Services & the DMA, I shared how relevance is the critical predictor of marketing success. Does your communication arise at the right time & place (c.f. mobile moments post)? Is it personalised in design & content, to focus on the job that customer wants to get done right now?
In designing this event, MyCustomer had wisely allowed plenty of time for discussions at our tables, following the talk. As a speaker, even when I’m very familiar with the topic, it’s always refreshing to be part of these conversations – plus I always learn something new. (more…)