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Jim Stafford Articles

Written by: Jim Stafford

RFM - Recession Proof Your Marketing Spend Today! - Click To Read Article
RFM stands for Recency, Frequency and Monetary Value. It has been used by direct marketers for over 40 years as a segmentation tool to increase marketing ROI. The basic premise of RFM is that customers who have purchased more recently, more frequently and have spent more with your company are your best prospects for future direct marketing campaigns. Like data mining/response modeling, the goal of RFM is to increase marketing ROI by communicating (via direct mail, call center, etc.) only with customers that are likely to respond. Done well, you increase your ROI as you attain almost the same number of sales by contacting only a fraction of your customer base. This is a fullproof method to increase sales while decreasing marketing spend in a bad economy.

What's Your Excuse for Not Using Data Mining?! - Click To Read Article
In an earlier article I briefly described how data mining and RFM analysis can help marketers be more efficient (read... increased marketing ROI!). Data mining and RFM can significantly help with all direct marketing efforts (multichannel campaign management efforts using direct mail, email and call center) and some interactive marketing efforts as well. So, why aren't all companies using it today? Well, typically it comes down to a lack of data and/or data mining expertise. Even if you don't have data mining expertise, YOU can benefit from data mining by using a consultant. With that in mind, let's tackle the first problem -- collecting and developing the data that is useful for data mining.

Optimizing Your Email Campaigns - Click To Read Article
Forrester's recently published study on Interactive Marketing (email, social, dialog, banner, etc.) reveals 68% of survey respondents expect to achieve increased email marketing effectiveness over the next three years. Furthermore, survey respondents also indicated they would increase interactive marketing budgets by 60% by shifting funding away from traditional channels: direct mail (40%), Newspapers (35%) and Magazines (28%). The picture that is emerging here is one where marketers have high expectations on interactive marketing and expect to focus less on traditional channels. A lot will be riding on this reallocation of marketing budget -- so what will marketers have to do right to fulfill their hopes and expectations?

The Evolution of Customer Analytics Marketing in the Gaming Industry - Click To Read Article
Leading casinos create competitive advantage by integrating predictive analytics into their marketing processes and business systems. Predictive Analytics allows casinos to accurately predict the future behavior and value of their customers to drive intelligent marketing and sales activities. Today, leading casinos are going even farther by utilizing new data and optimization techniques to increase marketing ROI and customer loyalty.

The Evolution of Customer Analytics Marketing in the Gaming Industry Continued - Click To Read Article
My first article provided an introduction to the evolution of analytics in the Gaming Industry. Casinos operaing at or above stage three are experiencing real competitive advantage. This article describes stages three thru five in detail.

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About the Author: Jim Stafford
RSS for Jim's articles - Visit Jim's website

Jim has worked for leading companies in the Marketing Automation space (BI, data mining, campaign management and eMarketing) for over 10 years. He has held roles of Director - Database Marketing Solutions, Pre-Sales Manager, Product Manager, and Solution Architect at companies like Aprimo, Group1 Software, SAS, Siebel, SPSS and Unica. Mr. Stafford has consistently helped sales teams meet or beat established sales targets. He was the principal pre-sales contributor to Siebel's second largest MA sale with General Motors. He is a seasoned expert at discovery and knows key industry trends. Jim has an M.A. Degree in Economics from the University of Maryland and has been a frequent speaker at annual National Center for Database Marketing and Direct Marketing Associations events.

My Aprimo Marketing Automation Blog can be found here.

My LinkedIn Profile can be found here.

Click here to visit Jim's website Dashed Line

More from Jim Stafford
Whats Your Excuse for Not Using Data Mining
Optimizing Your Email Campaigns
The Evolution of Customer Analytics Marketing in the Gaming Industry Continued
The Evolution of Customer Analytics Marketing in the Gaming Industry
RFM Recession Proof Your Marketing Spend Today


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