Most of us in any business know the importance of finding customers. Many strategies are deployed to do just that. Some cast a very wide net in hopes of working the odds. This assumes, that if a very small percentage of a very large market responds you may be able to make money. While others…

Unfortunately, 2020 is a year most people would like to forget, with COVID-19 wreaking havoc on global health and the economy. However, there are numerous financial lessons that netted out.  Zeta Global, a strategic alliance partner of De Novo, recently surveyed U.S. consumers to determine the top 5: 53% indicated the importance of savings 42%…

For decades, financial services companies and other creditors have been leveraging third-party data sources to help inform risk and segmentation strategies. Traditional third-party data sources such as credit bureau, demographic, psychographic and purchase history have been very effective from new account acquisition to portfolio management and collections. These traditional data sources would be considered ‘data…

The key to solving most marketing challenges is to develop the right strategy, the right offer, at the right time and to the right audience. Marketing decision makers agree (87%) that access to people-based data helps improve and address rising customer expectations, creates better decision making and grows revenue. Many marketers have been enhancing their…

Credit cards and soap are both classified as commodities, but from a marketing perspective the similarities don’t extend much beyond that. Soap is largely about the very expensive game of buying recognition and differentiation through brand advertising, product positioning and distribution. So in that space, the TUP Model applies: Volume can be influenced by the…