Marketing to Sports Utility Families and other types of multigenerational households can be complicated. In many cases, there is no single primary decision maker in the home. Purchase decisions are likely to be shared and influenced by multiple family members.

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Viewers of the NCAA men’s basketball tournament on CBS and Turner Broadcasting as well as women’s tournament viewers on ESPN can expect a barrage of television commercials as the field is whittled down to the Final Four. On the men’s side, commercial air time is carefully orchestrated.

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It is important to understand that targeting and relevancy are not the same thing. With targeting, it’s easy enough to know that a certain group of people – say (speaking of relevancy), New England Patriots fans should be included in a sports apparel campaign.

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Two storied franchises will collide in this year’s Super Bowl, the Green Bay Packers and the Pittsburgh Steelers. Sports fans from both markets are huge supporters of their football teams, but a look into their behavior and attitudes reveals passions beyond a one-dimensional Cheesehead or Towel Twirler. Considering the vast preferences, marketers recognize the need to define characteristics that truly distinguish their target audience, thus, this article delves further into the hearts and houses of Green Bay and Pittsburgh area residents.

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An enlightening glimpse into the lifestyles of Packers and Steelers’ supporters living in Green Bay and Pittsburgh, and surrounding communities, creates exciting targeting opportunities for marketers. Using Mosaic segments from Experian to dissect these two markets, marketers can identify the “Small-town Contentment” of Green Bay – these are middle-aged, upper-middle-class families living in small towns and surrounding satellite cities, versus the “Blue-collar Backbone” of Pittsburgh – these are budget-conscious, young and old blue-collar households living in older towns.

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Traditional university recruiting tactics are just not cutting it. The real challenge is to provide relevant content while encouraging prospective students to submit their contact details. The following list highlights new recruitment tactics that university marketers can use to attract the right candidates for their institution.

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Marketers sometimes forget that analytical models have a shelf life. Generally, marketing teams build and deploy models as needs arise. But as internal and external influencing factors change, the effectiveness of a model changes — and it may no longer drive the results that were initially intended. So if model effectiveness changes, what can be [...]

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Implementing a differential marketing strategy is ideal in settings where there is a relatively large assortment of product categories with regular and frequent transaction volume. Where does the concept of differential marketing fit into your customer retention strategy?

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It should come as no surprise that real-time triggered emails outperform bulk welcome messages that operate on some sort of delay. But did you know that monthly welcome mailings actually outperform weekly welcome messages?

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Experian Data Management Services has recently tracked client usage of ACS records and has learned that some clients do not understand what to do with them.

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