Bøger af Kevin Hillstrom

Times are changing. Unfortunately, the process that catalogers use to select customers for individual mailings is largely the same as it was twenty-five years ago. In "Hillstrom's Contact Strategy", Kevin Hillstrom builds upon the principles outlined in his "Catalog PhD" booklet. Here, Mr. Hillstrom combines catalog value, email value, and paid search customer value, enabling the catalog expert to identify the most profitable combination of catalogs and email marketing campaigns, on an annual basis. The result is an elegant methodology that generates between $1,000,000 and $5,000,000 of annual profit for the average $100,000,000 catalog business. Best of all, Mr. Hillstrom shares every secret he uses in his methodology, so that you can do the work yourself. You will be light years ahead of the competition after applying the concepts in this booklet to your business.

For the first time in about a decade, there's a significant improvement in Catalog Marketing Strategy! Four trends shaped Catalog Marketing Strategy in the past twenty years ... the explosion of RFM techniques, statistical modeling of customer response, cannibalization testing, and the "matchback" of online orders to the catalog that caused the order to happen. Since the matchback was created a decade ago, improvements in Catalog Marketing Strategy stalled as interest shifted to online marketing tactics. In "Hillstrom's Catalog Marketing PhD", Kevin Hillstrom walks the reader through a new methodology for deciding which customers will yield the most profit from catalog mailings. By incorporating elements of RFM, statistical modeling, cannibalization testing, Digital Profiles (a modern approach to customer segmentation), and measurement of the "Organic Percentage", Mr. Hillstrom clearly demonstrates how to optimize multi-channel customer profitability. The booklet provides the reader with a PhD-level course in Catalog Marketing Strategy, arming the reader with the tools and techniques necessary to manage a successful catalog marketing program in the internet era. Chief Executive Officers, Chief Marketing Officers, and Analytics Experts will appreciate this no-nonsense approach to increasing company profitability. For the first time, analytics secrets that cost many clients hundreds of thousands of dollars are being shared with the marketing public. This is a must-read for the modern catalog marketing business leader.

Loyalty Programs. They are everywhere! And yet, companies keep going out of business. Ask any airline or retail brand for starters. If loyalty programs worked and it was more expensive to find a new customer than to retain a loyal customer, then wouldn't companies be succeeding at epic levels? Of course they would! But companies succeed or fail for other reasons, don't they? In "Hillstrom's Loyalty", Kevin Hillstrom explains why the customer journey from a first purchase to a loyalty is so long that companies are better off investing in new customers. Via modern analytics, Mr. Hillstrom demonstrates how the return on investment in loyal customers can be problematic.

In this quick and fascinating read, Kevin Hillstrom shows us that entire social media communities can be analyzed and understood via a methodology called "Hashtag Analytics". Mr. Hillstrom avoids trendy topics like "followers" and "influencers", focusing instead on the dynamics surrounding a social media community. This unique analytical framework allows one to identify the reasons why a social media community grows and thrives over time. Not surprisingly, Mr. Hillstrom identifies "kindness" as one of the key factors in the growth of a social media community, and is able to forecast the growth of a community based on the amount of kindness offered by community participants. Mr. Hillstrom walks us through a case study of the #blogchat community, a weekly discussion group hosted by esteemed social media expert Mack Collier, illustrating fascinating dynamics behind tweets, statements, re-tweets, amplifications, conversations, and links. The reader gains a thorough understanding of the reasons why a social media community grows or dies over time.

Twenty years ago, we didn't have e-commerce, email, paid search, search engine optimization, affiliates, referrals, shopping comparison sites, landing pages, shopping cart abandonment programs, in-app messaging, text messaging, Facebook, Twitter, Pinterest, Instagram, Tumblr, blogs, user reviews, the iPhone, Android, tablets, podcasts, Cyber Monday, smart televisions, and countless other selling tactics or channels. We didn't know what multi-channel was, and we certainly couldn't anticipate what has been labeled "omnichannel" - the integration of a retail business with online channels. So with all of the selling opportunities outlined above, why aren't most retail and catalog businesses experiencing unfettered growth? And why are so many e-commerce businesses beginning to tap out on growth opportunities? In "Hillstrom's Diagostics", Kevin Hillstrom explains the diagnostics he uses to identify why a business is not growing. The methodologies are simple, easily implemented by any analyst with programming skills. The methodologies quickly pinpoint the problems within the customer file, and diagnose the merchandising challenges that hold a business back. The booklet does not tell you how to fix the problems, that's your responsibility as a business leader. But the booklet clearly articulates how to identify your specific problem.

Kevin Hillstrom, the author of numerous books, a must-read marketing and analytics blog, and a highly engaging Twitter presence, is pushing the envelope once again with the release of "Hillstrom's 2011 Almanac". This unique format offers readers one marketing, analytics, or leadership tip per day. The goal is to not overwhelm the reader with too much detail or too many facts. Instead, Mr. Hillstrom avoids complex math and geeky formulas, focusing on common sense tactics and approaches to improve your marketing, analytics, and leadership efforts. The reader will not be exposed to what Mr. Hillstrom calls "marketing slush", the hype of new technology and methodology that we read on a daily basis. Mr. Hillstrom asks the reader to focus on doing what is best for your customer, based on your knowledge of your business. Mr. Hillstrom exposes myths, offering practical solutions to everyday problems in e-commerce, retail, and catalog marketing. The reader will enjoy implementing hundreds of unique and proprietary tips, tips acquired via two decades of in-the-trenches work at companies like Nordstrom, Eddie Bauer, Lands' End, and more than fifty clients that Mr. Hillstrom previously consulted with. The reader will appreciate this pragmatic approach to helping direct marketers achieve their potential.

In this non-traditional booklet, Mr. Hillstrom explains a process he uses to evaluate business health - equating net sales changes and profit rate changes to a won/lost record for an NFL Football Team. Using this methodology, Mr. Hillstrom explains how he leverages customer data to understand potential customer performance and merchandise performance issues. The outcomes are used to set goals, objectives, and bonus payments for employees to ensure that all employees begin the business rebuilding process on the same page. Instead of communicating via obtuse profit and loss data, Mr. Hillstrom shows how improvements lead to "wins", resulting in a brand that makes the "playoffs" and then achieves "championship" performance.

Editor Kevin Hillstrom tackles the very charged topic of religion and sexuality. Several essays are collected here that debate various issues relating to sexuality and religion. Across four chapters, readers will evaluate how religious beliefs shape sexual behavior, whether homosexuality should be condemned on religious grounds, whether believing in God is incompatible with reproductive rights, and what sexuality issues surround religious leaders.

A concise yet thorough overview of the environmental issues, problems, and controversies facing the vast and diverse continent that is North America. North America, tells the story of this environmental awakening and the continuing problems that the continent faces.

A concise yet thorough overview of the environmental issues, problems, and controversies facing Latin America and the Caribbean-from the tip of South America to the Windward Islands.

A concise yet thorough overview of the environmental issues, problems, and controversies facing the world's largest and most populous continent-Asia. Asia tackles the tough issues, the complex problems, and the political controversies surrounding the environment of this vast landmass.

The most complete and up-to-date guide available to canoeing and paddling destinations in Michigan. Includes more than 70 whitewater and flatwater trips in both the Upper and Lower Peninsulas.

Shows readers the many ways throughout American history in which environmental concerns have intersected with issues of energy production and consumption, government regulation, private property rights, economic growth, and lifestyle choices.

A concise yet thorough overview of environmental issues, problems, and controversies facing Australia, Oceania, and Antarctica. They are vast, distant, and scarcely populated.

A concise yet thorough overview of the environmental issues, problems, and controversies facing the world's most densely populated continent-Europe.

By examining those works, this book provides readers with a fascinating resource that explores America's ongoing struggle to assess the war and its legacies. This encyclopedia includes 44 essays, each providing detailed information on an important film, song, or literary work about Vietnam.

Brings together more than 150 primary-source historic documents that helps readers understand how US health policies have evolved to the point where they now exert a tremendous influence over virtually every aspect of American life, from the commercial fortunes of industries to the household budgets of ordinary families.