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I started as a direct marketer, then a database marketer, then a
CRM marketer and now a customer marketer. The common thread
throughout, is data and analytics. It has always been the heart of
understanding customers and prospective customers.
I became “Doctor Data” because I have always been outside the
envelope trying to create deeper and richer understanding of
customers. In my book, I created a “customer data strategy” and
turned it into a consulting practice. I have expanded insight with
syndicated data, survey data, demographic data and lifestyle data
all fused with customer or prospect data. The result is a predictive
and descriptive profiling that drives response and creative efforts.
I have even created a “One Day In the Life” for creatives to
understand target audiences.
Now, I have translated the data strategy to integrate the click to
identification process by getting to PII level of persona sooner
rather than later. I have included this in my thought leadership
My job as a customer marketer is
employing four key building blocks:
At the end of the day, the result must be a
response, a lead, a prospect and a
customer. I live by response of click,
response of inquiry, cost of customer as
well as many other measures.
I can demonstrate how I have used
multiple channels and touch-points to
create response. I recently created a
dynamic targeting approach for the digital
marketing efforts of the largest US auto
manufacturer….hope they stay in
Did you know…..
A marketer needs a minimum of 10 unique
data elements to drive each channel and
touch-point? With an average of 20 points
of interaction that can mean 200 key data
points you may not be capturing!
I Have full use of both right and
I am able to write and talk
good…er well, er…better
I Possess mad people skills
It’s scary, but I actually get
turned on by data…well
actually not data but
customers….once I actually
went to a Toys R Us when I
was doing insight work and
tried to match up the
shoppers with the
analysis…didn’t match and I
went back to work. The only
reason we do analytics is to
get to a result that drives
I write and talk….good. I am a good
communicator and like face to face when
possible…I even know nurolinguistics. I
have about 5 speaking engagements a
year and I even wrote a book
I have good presentation skills and
am not hung up on “being right” all
As a consulting leader, my
main job is to develop and
manage relationships with
clients and partners. I am a
relationship person. I hope
you get the sense that I can
have fun as well as be serious.
I know a little French, so you
can’t stump me with “je ne
sais quoi”…I’m going with
importantly is oozing respect
and earning respect….CEO’s
listen to me on a regular basis
I Get my geek on….
I am in touch with my inner
I Own at least black
Remember I said digital
dynamic targeting system
and on-line loyalty….I live
with enabling technologies!
I up on most of the
Excel…but I don’t get pivot
tables, yet…do you?
I am logical and like to think out
of the box, as well. I live in both
brains with my analysis
capability. I like solving puzzles
about customers for clients.
I’m an marketing guy….I
really like working with
they like working with
me. I bring them
insight they can use.
Remember my “One
Day in the Life”.
I Organize like Martha I Keep it together under the
Speaking of deadlines…
good or bad Martha?
I’m always multi-
tasking. I’m a
Did I mention I have my
Analytics, insight and
presenting the above
require a good attention to
detail and as mentioned in
Martha, the ability to
handle a lot of stuff at one
I’m used to long
hours and even
working at home. I
take my job and
I Play a strong point guard I Appreciate the web like a fine
wine or a FlufferNutter
I Have a sense of humor
I get it! I work and play
well with others….your
about what….30 people
or so? I would
anticipate I need to
work well with all of
them. I also take
direction well, too!
I hope you get
the fact that I can
have fun and
This is actually probably one of your most
important required characteristics. I will
broaden the answer to digital conventions
beyond web 2.0.
However, I got to brush up on the
rules….most of which should be
broken….except those which have to do
with privacy and trust!
Web Site: rrjackson.com