Will the REAL Trent Dilfer please stand up?


For many years, a common nickname for me during football season has been “Dilfer”.  This began when Trent Dilfer burst onto the NFL scene in the early nineties with the Tampa Bay Bucs, and continues today as he is seemingly on ESPN 24×7 talking football.  True Story – in my mid-twenties, I made my way through a night club red rope or 2 in the Tampa area as a result of this resemblance.  “Welcome Mr. Dilfer, right this way…” 

Not all look-a-likes are created equal

When it comes to acquiring new customers, I often advise my clients to build RFM analytic models that examine their existing clients across many dimensions, resulting in a segmentation that quickly identifies their “best” customers.  From this point, the statistical factors that define the top performing customers can be applied to databases of consumers (or businesses), looking for prospects that most resemble the best customers.

While this provides great results and should be part of any serious marketer’s arsenal of approaches, the ongoing explosion of data worldwide is changing the game a bit.

MJD vs. Dilfer - Tale of the Tape

It’s the differences, dummy

Data points related to sentiment and intent are harder to identify, but are proving that the differences in our customers are sometimes more important than the similarities.

Do you agree?  Let’s discuss at #DMA2011 in Boston next week – DMA 2011

%d bloggers like this: