Archive for the ‘4th quarter’ tag
Here’s one approach to running a Loyalty Spoiler analysis.
Step 1: Identify all items sold in 4th quarter of 2011.
Step 2: Identify all customers who purchased merchandise in the 4th quarter of 2011.
Step 3: At the end of the 4th quarter of 2011, calculate the future value of all customers who purchased in the 4th quarter. Many folks will predict future value as the demand you expect this customer to generate in the 1st quarter of 2012.
Step 4: Measure the repurchase rate (you can measure $/customer as well, it’s just noisier) of all customers who purchased in the 4th quarter of 2011, measuring repurchase rate during the 1st quarter of 2012.
Step 5: Create a spreadsheet, one row per customer/item combination, containing the following fields.
Step 6: Aggregate the dataset to one row per item number. Calculate the mean value of predicted customer future value. Calculate the mean value of Q1 – 2012 repurchase rate.
Step 7: Select all items that sold at least 50 units in Q4 – 2011.
Step 8: Run a weighted least squares regression analysis.
- Independent Variable = Average Predicted Customer Value.
- Dependent Variable = Q1 – 2012 Average Repurchase Rate.
- Save the Predicted Value = Predicted Average Repurchase Rate.
- Index = (Predicted Average Repurchase Rate) / (Average Repurchase Rate) – 1.
Despite government crackdowns on social media users, social games continue to grow in China. Sohu’s (NASDAQ: SOHU) fourth quarter financial results are in, and the largest share of the company’s revenue came from games, which brought in $123 million and showed an increase of 34 percent year-over-year and 6 percent quarter-over-quarter.
New Career Opportunities Daily: The best jobs in media.
I’m all for having a plan when it comes to marketing. To just start flailing around is usually a waste of money and opportunity. But for many businesses, the need for a plan and the “right” time is just an excuse to do absolutely nothing.
I’m also absolutely positive that there is one marketing tactic that you KNOW you should be doing but for some reason you haven’t started it yet.
Maybe you don’t have the perfect name for your newsletter. Perhaps you aren’t sure if you have the stamina to blog. Or something might happen in the 4th quarter that would negate the momentum of the initiative (translation = you’re scared).
Just start. Don’t put it off for another minute.
You are letting your head get in the way of your marketing gut. Maybe you can’t explain why you know it’s the right choice or you have never done it before so you’re worried you’ll do it wrong — whatever is stopping you — get out of your own way.
Call it a pilot program or a test run. In your own head, make it sound like it’s no big deal. However you have to psych yourself out/up — do it.
Marketing is an every day thing. Not a special day thing. It’s not the Thanksgiving china — it’s the Corelle dishes you use on Mondays (and Tuesdays…). So get over yourself and just make this happen.
How can you actually get this done?
- Starting right now — create a list of what you need to have/do to launch.
- Set a date. A firm date that you’re not going to miss.
- Tell someone (your team, your boss, your customers) that you’re going to do it and when (i.e. We’re launching our company Facebook fan page on Oct 1!)
- Create a reward for yourself/team to celebrate the launch (it can be as simple as ice cream cones to as big as a day off)
- Start chipping away at the list. Now. Today.
You have 4 months left in 2011. There’s always going to be a reason not to start. Isn’t it time that you just did it anyway?
- Your logo is a business tool
- Stop guessing what your customers are thinking
- Are you willing to double your profits?