OPINION
Customer Segmentation and Customer Migration by Mark Klein   "...One of our clients has really been leveraging their segmentations, with different messaging and different mail frequency … reports show concrete proof that their two middle tier segments, the Underperformers and the Faders, were the segments most susceptible to influence by their direct marketing campaigns..." Read more.

• The smallest Longbow client sells chocolates online. The biggest sells software.
• One reason Clients love Longbow is we’ve never shipped a box of software.
• Longbow can predict which customers will defect and how much revenue it’ll cost you.
• You can be a customer genius.

THEY WROTE IT. WE LIKE IT.
"Everything I Need to Know About Marketing I Learned From Google" MediaPost Search Insider - Aaron Goldman "…Too often, marketers use testing or tracking merely to prove an idea to which they were already married. Google "let(s) the math and the data govern how things look and feel"… doing what the numbers tell you is certainly the most defensible position -- especially if that data is highly targeted ". Read more.

HOW TO DO IT
Where They Were, Where They Went, and Why - A Loyalty Builders White Paper on Customer Migration -"While it is more work to analyze by cohorts, taking this approach has two big advantages: it is easier to see exactly which customers are migrating and where they are going. This additional information is crucial when trying to understand why customers have migrated, so Loyalty Builders recommends the cohort approach whenever feasible…" Read more.