http://disqus.com/people/821731f859c9e3af0541444fd0a7bbeb/enSat, 23 Aug 2008 16:09:34 -0000http://themichaelschneider.disqus.com/3_steps_to_actionable_segmentation_awesomeness/#comment-1903532One of the more valuable segmentation projects I've been involved with was working with your team to identify propensity to buy. When we finished the model we were able to reduce our list by nearly 1/3--but these were customers who were very unlikely to respond. It reduced total revenue from the campaign slightly, but total profit increased dramatically with the reduced mail spend. We reinvested that money wasted on people unlikely to respond in search keyword buys we were previously unable to fund. Our track-able overall return from the total marketing spend increased significantly. We're moving on to trying to target messaging based on segmentation.Matt RogersSat, 12 Jul 2008 15:32:47 -0000http://themichaelschneider.disqus.com/should_an_intern_operate_your_corporate_twitter_account/#comment-1903560If Twitter is an intern level responsibility the company does not understand this new channel of communication. The voice of your company needs to be informed, articulate and consistent with overall brand voice of the company. Interacting with customers is going to present opportunities for conversation and learning and you need a strong person moderating that flow to get the most value. <br><br>The only opportunity I see for an intern level person to 'help out' with Twitter for a company is as a case manager for customer service issues. Again, they should be at least as skilled as the top 10% of your customer service agents overall. The stakes are higher and more public when dealing with angry Twitter users.Matt RogersSat, 23 Aug 2008 16:09:34 -0000