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DirectMark is a virtual marketing consulting firm providing the services of a data-driven marketing department.  We utilize a network of partners that cooperatively contribute their respective skill sets, when needed, in order to provide data-driven marketing strategies and programs as well as help build a client’s marketing capabilities. 

Partner Skill Sets

STRATEGIC PLANNING

  • Consumer marketing strategies

  • Problem solving skills: issue identification, problem structuring, analysis, development of recommendations

  • Consumer experience in healthcare, financial services, media, retail

  • Customer value enhancement strategies: acquisition, cross-sell, optimization, retention

  • Brand development and messaging strategy

  • Understanding of emerging technologies and marketing trends

  • Business decision rule design and analytic design

  • General analytics & optimization techniques

  • SWOT

ANALYTICS & MODELING

  • Advanced statistics and econometrics for forecasting offer and sales effectiveness, promotional effectiveness, media optimization, pricing & churn elasticity, customer loyalty and satisfaction measures

  • Utilize behaviors or algorithms (e.g., next-product-to-buy modeling) to develop trigger events. 

  • Measurement and analytics; marketing analytics; data mining.

  • Creative Optimization

  • Data analyses for key customer insights

  • statistical techniques: Discriminant Analysis, Logistic Regression, CHAID, Cluster Analysis, Factor Analysis, etc

  • Consumer data insights: linear regression, Conjoint analysis, Chaid, factor analysis, time series analysis and optimization

  • Model development and implementation

CUSTOMER LIFECYCLE

  • Mapping the Customer Journey

  • For each segment, understand the customer journey, creating many micro segments that will form the basis of 1-1 relationships. Evaluate the potential of each to prioritize for targeting.

  • Apply the spiral lifecycle and ensure metrics may be had along the customer journey

  • Utilization of CRM

  • For each targeted segment determine opportunities along the customer journey and provide dynamic offers and messaging via the appropriate channels.

  • Understanding of influences of media channels and touchpoints change over the journey.

  • Understanding and breakdown of the customer lifecycle: Identify the nature of the journeys from the customer’s point of view. Understand how customers navigate as they move through the journey. Anticipate the customer’s needs, expectations, and desires during each part of the journey.

TEST & LEARN

Analytics

  • Test design, hypothesis development and statistical significance

  • Continuous learning requires valid test designs, test roadmaps and agile process

  • Knowledge of experimental test design and survey design and analysis

  • Experience with A/B and multivariate testing 

  • Test design and implementation

  • Experience with testing tools such as Offermatica or Optimost

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Marketing

  • Development of valid test designs, test roadmaps and agile processes

  • Display ad testing and optimization (AdWord)

  • Contact management strategies and campaign & planning – sequencing, frequency, channel and marketing ROI optimization

  • Continuous testing and leveraging of quantified insights requires a disciplined but agile process in campaign design, execution and analysis. Ensure that the 4 P’s, (i.e., product, price, promotion and placement), are all tested

SEGMENTATION

  • Development of segmentation based on consumer behaviors

  • Development of segmentation based on customer needs, life moments & context, demographics

  • Identify the purpose of the segmentation and determine the appropriate variables.

  • Utilize segmentation analytics (e.g., Cluster, CHAID) to group customers with similar behaviors and needs.

  • Descriptive - customer segmentation at strategic and tactical levels

  • Experience in developing Segmentation, LifeTime Value and Targeting Models

  • Customer insight, segmentation & targeting

MARKETING CAMPAIGN OPERATIONS

  • Develop and manage campaigns

  • Experience with campaign management and automation software such as NeoLane, Adobe Campaign, Silverpop, Exact Target, Marketo, Eloqua.

  • Experience with content management tools

  • Marketing experience in acquisition, cross sell/upsell, retention, winback programs.

  • Campaign development, contact strategy, media placement and messaging

 

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STAFF ORGANIZATION & PROCESS

Staff

  • Marketing organization, staffing and partnership experience

  • Experience with hiring and management of marketing staff

  • Vendor and outside partner management

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Process

  • Continuous testing and leveraging of quantified insights requires a disciplined but agile process in campaign design, execution and analysis

  • Agile process expertise

  • Marketing operations management & marketing processes

  • Test and learn campaign processes and tools

  • Workflow management tools

  • Project management

  • Change management

OFFER & PRODUCT DEVELOPMENT

  • Develop a library of creative, offers, prices, etc. that can be dynamically combined in response to trigger events. The right combinations require a test-and-learn process.

  • Offer responses

  • Cross-selling

  • Product development

  • Strategies and processes to integrate market level data, with customer segment data and with individual customer level data, into customer experience design to produce outstanding business and marketing ROI and drive consumer innovation.

CRM, TRACKING & DATA

  • Response attribution

  • Attribution and results tracking techniques

  • Lead generation and tracking

  • Worked with BI and data reporting tools such as Tableau, Omniture, IBM Cognos and OBIE, Brio, Business Objects, MicroStrategy, Cognos

  • Experience writing SQL  interfacing with Oracle and other databases

  • Metrics and reporting across the marketing hierarchy

  • Understanding of campaign analytics

  • linkedin

©2021 by DirectMark

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