Jun 2, 2007


I think some of you might need definitions of words I used in the posts I made and the ones that are coming so here you go:

Profile : A profile is one user with all the available data related to him.
Profile fields : The database fields in which you will insert the relevant data (First name, Last name, date of birth, last order date,....)
Optin : the acceptation by the user to receive offers and communication from your organization.
Optout (Unsubscribe) : the action of unsubscribing from your diffusion list.
Lead : An optin profile
Data mining : the study in deep of your database to analyze it and to optimize it.

Online marketing:
Media campaigns : campaign on a website with creatives and a link redirecting to your website (most frequent banners are the following size : 468x60, 728x90, 120x600, 300x250, 250x250), this kind of campaign is usually sold on a CPM or CPC basis (see here after)
Lead campaigns : campaigns which aim at registering users to your website or your newsletter.
Direct marketing campaigns : renting a database to send out an html or text message through email or SMS.

Sales words:
CPM : Cost for one thousand (can be one thousand impressions for media campaigns, one thousand emails rented for a broadcast,...)
CPC : Cost per click
CPL : Cost per lead
eCPM : Effective CPM, to compare the efficiency of different campaigns sold on a different basis (CPC, CPL, CPM), you need to calculate your income on a eCPM basis.
If "A" is the global revenue generated on the campaign, "B" the number of sent emails or impressions, your eCPM can be calculated as follows:
eCPM = (A/B) x 1.000

Don’t hesitate to contact me or leave a message on the message board if something's missing :)

Jun 1, 2007

Knowing your users

One of the most important issues of a successful direct marketing program is knowing who's in the database.

Some information can be gathered on a behavioural basis, some information needs to be given by the user/client himself.

Some examples of declarative only information are :
- First name
- Last name
- Birth date
- Address
- Marital status

The rest of the information can be gathered without the user's having to fill in incredible forms.
This kind of information will be incremented over time according to the user behaviour.

Some examples of behavioural tracking can be te list of items bought for a given client account, links clicked on a received email (if you link each link of your newsletters to relevant profile fields in your database).

The analysis of behavioural information is one of the most usefull tool of direct marketing, online marketing in a whole and database management.

After some while, that will allow you to send relevant information and offers to your user, to enter a one2one relationship with him.

Today's challenge in direct marketing has changed, users are receiving more and more emails each day, if one receives irrelevant information in his inbox, he will unsubscribe or even on some webmails report spam.

To create a profitable relationship with your users, you need to target as well and as precisely as possible.