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Untapped Data Could Help Financial Companies Improve Targeting in Uncertain Times |
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Amy Syracuse Interview with Don Ryan, Senior Partner, iKnowtion |
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BtoB - The Magazine for Marketing Strategists, April 2009 |
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The credit crunch isn't just making it difficult for consumers and businesses to secure loans, it is also prompting some financial services companies to rethink their marketing strategies, re-evaluate the audiences they target and reduce overall direct mail volumes. |
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Segmenting for Success in Today's Marketplace |
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Don Ryan, Senior Partner, iKnowtion |
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Target Marketing, December 2007 |
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It is axiomatic that not all customers are alike. They don't look alike. They don't act alike. They don't have the same feelings about brands. They don't drive the same amount of value. These differences are why customer segmentation is an essential element of every marketer's analytic toolbox - at least every marketer who wants to maximize both the effectiveness and efficiency of his marketing investments. |
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Have it All! Raise ROI & Add Customers |
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Don Ryan, Senior Partner, iKnowtion |
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iMedia Connection, May 2007 |
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Market growth often comes at the expense of efficiency, and vice versa.
iKnowtion's senior partner and director, consulting explains how to accomplish
both. |
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Knowing Customer Affinity with the Brand |
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Don Ryan, Senior Partner, iKnowtion |
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DM News, May 2007 |
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It is a fundamental truth that not all customers are alike. Every business owner knows this, just as every business owner knows that the value of each customer will depend, in large part, on his or her affinity with the brand. Of course, much has been written about building brands and brand equity, but in comparison, little has been said about knowing brand affinity at the individual customer level. |
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How to Know What Media Are Working |
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Don Ryan, Senior Partner, iKnowtion |
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iMedia Connection, October 2006 |
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iKnowtion's senior partner shows how marketing mix modeling can significantly alter the way marketing effectiveness is evaluated. |
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Using CRM Insights to Improve Demand Generation Efforts |
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William E. Duffy, Founder and Managing Partner, iKnowtion |
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Thewisemarketer.com, February 2006 |
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In this article, William Duffy of iKnowtion explores the reasons why more marketers haven't used what they've learned about CRM to improve the effectiveness of demand generation. |
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Quantifying Advertising’s Impact on Business Results |
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Doug Rae & Don Ryan, iKnowtion |
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DM News, January 2006 |
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Understanding and quantifying the benefits of advertising is a problem as old as advertising itself. The problem stems from the many purposes advertising serves: building awareness of products, creating brand equity and generating sales. Each of these objectives is not easily measured or related to the advertising that may have affected it. |
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| For more information, call us at 781-494-9989 or email us.
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