A lot of our measuring methodology comes from catalog and direct mail database marketers. They were selling commodities but he who had the best copy/content, targeted at the most relevant audience reigned supreme. These days we are selling subscriptions to our ideology and the world where we work is much more complicated that is has ever been. When it comes to marketing, we have tons of different life cycles we are dealing with, but often leave unnoticed or neglect to give them the value they deserve.
All the big boys are doing it and it's really not that difficult. They are called life cycles, because they are very similar to our lives. When we purchase something, we give birth for a new lifecycle. We have the honeymoon period, where we receive marketing messages very differently than when our purchase is obsolete and we are in the market of replacing our product with something else.
It's not only important to realise and understand the different life cycles your products have (every product has a different customer lifecycle). If you have them sorted out and have given the life cycles funny names, you are well on your way. Still, life is in constant motion. The only permanent thing is change and the same applies to your life cycles and customers. What you were sure of last year, might be old news now.
In order to have accurate measurements with your business, you need to segment & test your life cycles just as vigorously as you test everything else. It's good if you just take random samples, but with the modern tools and methods of analytical customer relationship management (aCRM), you can get even more done. So if you have five different life cycles for your one product, with 6 different user segments; do you do five tests, six tests or thirty tests?
The more volume you have, the more often you should test.
Again, the more volume you have with your marketing, the more often should you test. Then again, the less products and client profiles you have, the easier it is to test.
The most important thing you should test for is a very simple question:
When does your client stops being a client?
This is a question you should know the answer to. Because if you do not and you are still sending messages to clients long gone, they will not be happy about it and you might be blacklisted. Sometimes it's necessary to let go and change the limits of customership from what they were before. Those who can manage to anticipate their customers' state of mind the most accurately can reap massive benefits from their marketing by being in the right place at the right time more often.
If you liked this chapter, please recommend it to others.
"Data, data everywhere and yet all decisions from the gut!" That just about encapsulates why our marketing strategies are faith based, why our websites are barely functional ("the CEO loves purple!"), and why we are not making the types of profits we deserve. I love this book because Steve and Markus provide specific advice on how to unsuck our lives! Buy. Don't suck. Win.
Digital Marketing Evangelist - Google
Author - Web Analytics 2.0
In your face and a Must Read for beginner and expert analysts alike.
Founder - eMetrics Summit
Author - Social Media Metrics
Chairman - Digital Analytics Association
We have a single goal together, to make our customers a billion euros in profit. This won't happen in one year, it might take five years, but we will not stop until we have generated a billion of provable profit for our customers.
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