All posts by Debbie Oates

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Delivering the experiences your customers deserve with...

This article is the first in a series explaining how DMPs enable brands to take control of the experiences they deliver to their customers...

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The issue of showrooming – bridging the gap between of...

'Showrooming' is a concern to retail marketers. In this article Experian's Debbie Oates explains how brands need to combine their offline, online and cross-device channels to...

Read More The issue of showrooming – bridging the gap between offline and online retail
Marketing predictions for Christmas 2014...

Experian Marketing Services has the following predictions for what to expect from retail marketing over Christmas 2014. Online vs Offline? Discounting? Click and Collect? All covered...

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Customer Lifetime Value part 2 — seven steps from conc...

Seven factors to consider when building a customer lifetime value...

Read More Customer Lifetime Value part 2 — seven steps from concept to reality
Customer Lifetime Value part 1: quality and quantity...

How do you identify and engage the customers who are more likely to be loyal, first time and every time, for a long and mutually beneficial relationship? Lifetime Value modelling is one way to do this and offers great opportunities in the cross-channel...

Read More Customer Lifetime Value part 1: quality and quantity
Planning successful customer acquisition strategies...

At the planning stage it is important to assess these and understand how campaigns can be developed and refined over time. So what needs to be considered for a successful customer acquisition...

Read More Planning successful customer acquisition strategies
Putting it all together — the benefits of better custo...

In my last two blogs, I’ve looked at how one size really doesn’t fit all and the power of customer profiling and segmentation. But as marketers, we all know that theory is one thing and practice quite another. So I thought that this blog should look at a couple...

Read More Putting it all together — the benefits of better customer understanding
Vive la difference! Profile and segment to discover th...

In my last post, I looked at bringing meaning to mass marketing. In this one I’ll be looking at how we do it. So let me start with personal e...

Read More Vive la difference! Profile and segment to discover the who, what, where and when of marketing
Faces in the crowd — meaningful mass marketing...

I love shopping for new clothes, but I hate seeing the words ‘one size fits all’ appended to anything I’m about to buy. It calls to mind something baggy, shapeless and not really suited to the task. To me, ‘one size fits’ all actually means ‘a size that suits...

Read More Faces in the crowd — meaningful mass marketing