Improving Messaging and Product Targeting Using Demographic and Lifestyle Data
Today consumers are not necessarily looking just for products but they are actually looking for solutions to their needs which could involve products, information or services that companies possess. Messages need to be tailored to consumers’ unique needs and wants. Randy shares how to use data to better develop these messages. Randy demonstrates how behavioral and descriptive data can be used to define unique markets for differentiation. He focuses on: (1) Different product offers by market, (2) Customized web landing pages and, (3) New product development to specific market segments. Randy also provides “Real World” case studies detailing: (1) Modeling to differentiate offers, (2) Modeling to differentiate communications, (3) Defining product “gaps” for specific markets and, (4) Creating trigger & descriptive markets for CRM.
Founder and Principal
Marketing Synergy, Inc.
Founded in 1990, Marketing Synergy is a market consulting company specializing in marketing analytics. Marketing Synergy assists companies in turning data into information to value markets, drive high impact relationship and acquisition marketing programs, and create marketing database systems to continually measure individuals and define & measure key target markets. Marketing Synergy employs 5 consultants located throughout the country and focuses on both B-2-B and B-2-C marketing companies.
Prior to starting MSI, Randy was Director of Marketing Research Services at MetroMail where he created the Data Mining group in Chicago. Prior to MetroMail, Randy was director of marketing research at TRW – Target Marketing Services and was an assistant vice-president of database marketing at Mutual of Omaha.
In addition to managing Marketing Synergy, Randy is also a 10-year Adjunct Professor of Integrated Marketing at Northwestern University and is a frequent speaker for the CADM, the DMA, DePaul University, Columbia University, and the NCDM.