Library
The Myth of Customer Satisfaction
Originally published in Strategy+Business, on 01 Apr 05
At first glance, creating an army of satisfied customers seems an obvious way to build a business. But as a leading computer software company has learned to its surprise, satisfied customers aren’t necessarily good customers. Indeed, the company discovered in a recent survey that there was no correlation between customers’ satisfaction scores and their actual purchase behavior.read moreThe Science of 1:1 Marketing
Originally published in Manage Smarter; www.managesmarter.com, on 02 Apr 08
Mathematical Marketing is the process of marketing to existing customers based on a scientific understanding of how past customer behavior predicts future purchases. This paper describes the elements of Mathematical Marketing--behavioral tracking, predictive analytics, behavioral targeting, testing, what-if analysis, and ROI measurement -- and shows how they form the foundation for 1:1 Marketing.
read moreNew Tools of Mathematical Marketing
Originally published in 1 to 1 Media, on 17 Mar 08
Mathematical Marketing is the process of marketing to existing customers based on a scientific understanding of how past customer behavior predicts future purchases. It closely parallels the process of search engine marketing for new customer acquisition. This paper discusses new developments that are enabling more widespread use of mathematical marketing techniques, including Software as a Service, visual math, new algorithms for predictive analytics, new testing methodologies, and real time what-if analysis.
read moreNew Rules of Mathematical Marketing
Originally published in Target Marketing Magazine, on 01 Jun 08
This article, the third in a series, describes how to apply the new techiques and tools of mathematical marketing to marketing campaignsread moreResources
