Cookies help us display personalized product recommendations and ensure you have great shopping experience.

By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    sales and data analytics
    How Data Analytics Improves Lead Management and Sales Results
    9 Min Read
    data analytics and truck accident claims
    How Data Analytics Reduces Truck Accidents and Speeds Up Claims
    7 Min Read
    predictive analytics for interior designers
    Interior Designers Boost Profits with Predictive Analytics
    8 Min Read
    image fx (67)
    Improving LinkedIn Ad Strategies with Data Analytics
    9 Min Read
    big data and remote work
    Data Helps Speech-Language Pathologists Deliver Better Results
    6 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-25 SmartData Collective. All Rights Reserved.
Reading: Here’s how micro decisions turn blasting into targeting
Share
Notification
Font ResizerAa
SmartData CollectiveSmartData Collective
Font ResizerAa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Uncategorized > Here’s how micro decisions turn blasting into targeting
Uncategorized

Here’s how micro decisions turn blasting into targeting

JamesTaylor
JamesTaylor
5 Min Read
SHARE

Ginger Conlon had a nice post this week – Don’t Blast. Target. – Think customers: The 1to1 Blog.

many marketers are still drawn to the ease of blasting to a broad audience, instead of targeting for maximum impact among those most likely to respond

If you are trying to make this transition from blasting to targeting – and you should be – two concepts should be front and center: Micro decisions and decision management.

I often talk about micro decisions, a concept Neil and I introduced in Smart (Enough) Systems. The basic idea is that any decision that impacts multiple customers should be broken down into micro decisions, one for each customer. Thus a marketing campaign does not consist of a decision about offer, another about channel and a third about format but of a decision for each person impacted by the campaign – 1,000s or 10,000s or 100,000s of micro decisions. After all, each customer who receives the campaign will react to that campaign as though the decision to target them was personal and deliberate. They don’t see anyone else’s offer, so it feels personal …

More Read

Data Quality – Technology’s Prune
Training and Learning: A Different POV
Essential Reading for Those Considering Self-Publishing
Google’s Peter Norvig Offers Kind Words for Bing, Exploratory Search
Marketing Tips: 5 Tips for Social Media – A B2B Marketer’s Killer App


Copyright © 2009 James Taylor. Visit the original article at Here’s how micro decisions turn blasting into targeting.

Ginger Conlon had a nice post this week – Don’t Blast. Target. – Think customers: The 1to1 Blog.

many marketers are still drawn to the ease of blasting to a broad audience, instead of targeting for maximum impact among those most likely to respond

If you are trying to make this transition from blasting to targeting – and you should be – two concepts should be front and center: Micro decisions and decision management.

I often talk about micro decisions, a concept Neil and I introduced in Smart (Enough) Systems. The basic idea is that any decision that impacts multiple customers should be broken down into micro decisions, one for each customer. Thus a marketing campaign does not consist of a decision about offer, another about channel and a third about format but of a decision for each person impacted by the campaign – 1,000s or 10,000s or 100,000s of micro decisions. After all, each customer who receives the campaign will react to that campaign as though the decision to target them was personal and deliberate. They don’t see anyone else’s offer, so it feels personal and they assume you meant to send it to them, so it feels deliberate. If you are blasting not targeting then you are choosing to make this decision the same way for everyone – you are making a decision that is impersonal and accidental.

Marketers need to stop thinking about campaign-level decisions (blasting) and start thinking about making each customer-level decision uniquely or personally. Real, or even extreme, personalization.

Decision Management, of course, is the discipline you need to apply technology in a way that makes it possible to do this. If each customer-level micro decision is to be different, the decision making process must be automated. Instead of making a few decisions you must create the logic that will drive many decisions. And you must be able to embed that logic, along with real analytic insights and optimal trade-offs, into an engine that can make lots of micro decisions. Decision Management applies business rules, predictive analytic, data mining and optimization technologies in combination to deliver micro decision making. And by delivering this decision making in reusable, centralized decision services it ensures that these decisions are consistent across channels.

So use Decision Management, focus on micro decisions and stop blasting your customers.


Link to original post

Share This Article
Facebook Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

sales and data analytics
How Data Analytics Improves Lead Management and Sales Results
Analytics Big Data Exclusive
ai in marketing
How AI and Smart Platforms Improve Email Marketing
Artificial Intelligence Exclusive Marketing
AI Document Verification for Legal Firms: Importance & Top Tools
AI Document Verification for Legal Firms: Importance & Top Tools
Artificial Intelligence Exclusive
AI supply chain
AI Tools Are Strengthening Global Supply Chains
Artificial Intelligence Exclusive

Stay Connected

1.2kFollowersLike
33.7kFollowersFollow
222FollowersPin

You Might also Like

It’s not East Coast vs West Coast, it’s about making more places like the Valley

5 Min Read

Transform HR into a strategic business function

3 Min Read

Software vendors, tear down this wall!

2 Min Read

Businesses Must Make Self-Service Reporting a Priority

8 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

ai in ecommerce
Artificial Intelligence for eCommerce: A Closer Look
Artificial Intelligence
ai chatbot
The Art of Conversation: Enhancing Chatbots with Advanced AI Prompts
Chatbots

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-25 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?