Case Studies
- Strategy and Database for Banking Client
- Strategy, Analytics and Database Services for Travel Company
White Papers
CAC White Papers and Presentations.
Welcome to our library of whitepapers and presentations, please feel free to download and view these files. All files are Adobe Acrobat .pdf files. A free Adobe Acrobat Reader program is avaible for download if necessary. > Download Adobe Acrobat Reader.
Segmentology
Presented October 19th, 2007 by Brad Rukstales
Segmentology is the ultimate in customized customer segmentation! By blending customer database information, demographics, and customized primary research into a holistic segmentation, you have the opportunity to customize your marketing more than ever before: Product needs, attitudes, and behaviors in one place. View this presentation to see what the buzz is about!
Understanding Customer Value
Presented January 16th, 2004 at DMA by Brad Rukstales
Customer value, sometimes called customer lifetime value, can serve many roles within an organization. It can be used for identifying high-value customers for special treatment or program, for understanding the profitability of different customer groups or segments, and for assessing the overall "health" of a customer portfolio. This article examines the many facets of measuring customer value, developing and deploying marketing strategies based in the appropriate application of customer value.
Tracking Customer Trends
Presented January 13th, 2006 by Brad Rukstales
Companies are beginning to utilize the vast amounts of information they have about customers through the use of technology tools and integrated data repositories to generate a wide range of customer insights. Among the many valuable insights that can be derived, inferred, and acted upon with this data are those relating to customer trends. A process of tracking customers over time provides insights into strategic successes and marketing issues. Senior executives are always looking for more information and data upon which to base decisions concerning resource allocation and prioritization.
Understanding Customer Segmentation
Presented February 19th, 2004 by Brad Rukstales
With all of the data and and technology available today, there continues to be a lack of understanding about customers. A common goal of marketing analysis is to develop a customer segmentation. A variety of approaches exist — some more credible than others — that allow a marketer to make sense of the different groups that together comprise a customer base. This article looks at some of the key methods of segmentation and how they can best be applied to the real-world issues marketers face.
Integration of Primary Research into Retention Marketing
Presented September 4th, 2003 at Data University Webinar Series by Brad Rukstales
This discussion document was prepared for the on-going Data University Webinar Series, and presented on September 4, 2003.
Modern Day Modeler
Presented August 1st, 2005 at DMA Analytics Council newsletter article by Brad Rukstales
This newsletter article from the DMA Analytics Council Newsletter discussed the art and science of the modern-day data modeler.
Building and Measuring your Customer Retention Program
Presented March 1st, 2006 by Brad Rukstales
A Best Practices Case Study describing the CAC Group methodology for building and measuring Customer Retention.