How to Turn Customer Insight into Profit with Marketing Analytics

In our data-driven world, marketers can't just put campaigns together based on hunches and hope for the best. Retail giant Staples knows this well. With more than 24 million active customers, Staples relies on analytics for deep customer insight to keep its edge in a crowded and competitive marketplace.Staples has discovered that the best way to grow its business and build loyalty is to analyze the purchasing patterns of its core customers - both online and through retail channels - and target them with relevant, profit-generating offers.

"Consistently high campaign performance requires an ongoing stream of insight and a way to quickly transform that insight into an appropriate campaign." - Jim Foreman, Director of Circulation and Analytics for Staples

Download the complete paper to learn how the world's largest office supply company uses analytics to build a strategy that leads straight from insight to profitability, including:

·       The five-stage path Staples follows to turn data into higher profits.

·       The three forms of analytics the company uses to gain better insight into customer behavior.

·       The three most successful online campaigns used by Staples.

James Foreman, Director of Circulation and Analytics, Staples Inc.

James “Jim” Foreman has over 20 years of professional experience, with 10 years specifically focused on customer analytics. At Staples, Foreman has worked in both the retail and delivery businesses (including Staples catalog and Staples.com), holding management positions in marketing analytics, circulation and database marketing.

Under Foreman’s leadership, Staples has combined marketing automation with innovative data mining and segmentation strategies to dramatically improve campaign revenues, profitability and efficiency. Foreman holds both an MBA and a bachelor’s degree in computer science from Rensselaer Polytechnic Institute.