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Data Analysis Essential Guides

May 27, 2009

Essential Guide to Understanding Customers & Prospects – Session 5: All Businesses are Different, but Many are Similar – the process of Business Segmentation

""Each of your B2B customers is different to the next."" Correct. ""Many of your B2B customers are similar."" Correct. This conundrum is a key one within B2B marketing. (more...)

 

May 24, 2009

Essential Guide to Understanding Customers & Prospects – Session 4: Conducting Effective Campaign Analysis

You've probably seen a lot of great post-campaign output organisations produce themselves, or via agencies on campaign performance. Indeed, the selection of campaign 'participants' is also somewhat of a science and is essential to producing not only good campaigns, but campaigns upon which actions for the future can be built. (more...)

 

May 20, 2009

Essential Guide to Understanding Customers & Prospects – Session 3: Analysis Tools & Manipulation

Having seen some profiling examples & techniques in previous articles, you might now be thinking about what tools you need to help with analysing your data. There is a wide range of analysis tools some of which can be expensive and have high training requirements so you should invest some time making sure you are choosing the right tool for you. (more...)

 

May 14, 2009

Essential Guide to Understanding Customers & Prospects – Session 2: How to assess the value in external datasets

Session 2 - How to assess the value in external datasets and answer the question Which data should I buy to enhance my marketing? In the first edition on applying data analysis in the B2B environment we explored the area of profiling and market penetration, and the use of indexes and z-scores to describe and compare data populations. (more...)

 

May 10, 2009

Essential Guide to Understanding Customers & Prospects – Session 1: Profiling and Market Penetration

Over the next few issues well be giving you some advice on how to understand more about your B2B customers, and how you can develop effective marketing strategies that will increase your profitability and fuel the growth you are looking for. (more...)