I must say i do agree with your critics here. I got a bit carried away when floating on the waves… so now this 101 turned out more into a future vision on were it potentially could go from evidence based marketing past next best action marketing into survival marketing. Not really a 101 eh?

Indeed the basis is in the emperical appraoch to marketing, driven by rigorous test en set up testable experiments.

If you want more background as to how to setup marketing campaigns and predictive model performance tests I would like to point you towards the lean & Six Sigma project methodologies that imho are very must up to this job. We only need to convince marketing people here…

In Six Sigma there is a lot of emphasis in proper design of experiment and the short cyclic DMAIC cycle(see: http://en.wikipedia.org/wiki/Six_Sigma#DMAIC ) really is fit for purpose if you want to evaluate marketing campaigns or test different interaction strategies.

Also a very under estimated ascept of (db) marketing is dataquality, which is key to target precision in segmenting and predictive modelling. There is much low hanging friut there.

Hope this brings you more back to the ground for your day2day struggle with data, and gives you some handles to improve your conversion?

Regards and thank you for this comment,

Hugo Koopmans [ASQ Certified Six Sigma Blackbelt]

Effective marketing will no longer be limited to today’s definition of making sales offers but it will include managing and balancing customer experience, value to the customer and value to the company in real time.

The modern marketeer or marketing organisation needs to be a better job of using its left and right brain. The right brain may be used to come up with unique propositions, but the left brain – or evidence based marketing should be used to direct both the dynamic proposition targeting as well as the dynamic proposition configuration.

Your ‘Selfish Proposition’ concept, where each proposition is a meme is a refreshing example. In a way this predicts that evidence based marketing, the left brain of the marketing organisation, has a role to play in the proposition design & development process as well, and that this is no longer a linear process (design first), but it happens very much ‘in flight’ – within customer interactions.

For customers this means in the end more control and influence in the relationship – customer relationship management becomes company relationship management – and marketeers will have to accept that they are no longer the demi gods that rule the customer interaction start to finish – but in the end smart customers and smart companies will benefit.