The descriptions that follow provide examples of some of the types of
assignments that Michael Grant Direct has completed.
STRATEGIC PLANNING & ANALYSIS AND DUE DILIGENCE
Due Diligence - Business Plans and Acquisition Analysis
MGD completes due diligence studies for investment banking firms, private equity
firms and others to
validate marketing history and to estimate acquisition prices. This includes
analysis of marketing campaigns, contact strategies and trend analysis to ensure
that there is sufficient growth opportunity to merit investing in a target
Long Range Planning - Sales & Profit Projections via Name Migration
Mr. Grant has developed a model to project sales and profits over a five-year period.
This model has
been successfully used in a variety of situations: for start-up businesses, spin off
businesses as well as on-going businesses for multichannel marketers. This
projection-based model is built on a sophisticated name
MGD develops full year, seasonal as well as book by book revenue and order forecasts for
single and multi-title direct to consumer and business companies. This provides marketers
with options to
look at their business from the ground up or from the top down.
MARKETING, CIRCULATION, MERCHANDISE AND DATABASE
DEVELOPMENT PLANNING AND ANALYSIS
Interim Circulation/Marketing Support for Catalogers
Michael Grant provides interim Circulation and Marketing Department management when
clients are short staffed or looking to hire a new employee; he performs all Marketing
Department functions including but not limited to circulation, e-mail, merge
purge, printing, lettershop, paid search, SEO, mobile and social marketing.
Marketing and Circulation Planning and Analysis with Contact Strategy
Mr. Grant works with clients to develop integrated marketing and circulation plans. This
includes determining the appropriate channels, contact strategies for each season, mailing and segment.
Mr. Grant analyzes
results for each channel and each campaign to the contribution level. Contact strategies are based
on recent contribution history and all available client
Prospecting and Cooperative Databases
An integral part of executing marketing campaigns includes the acquisitions of new buyers. This
incorporates the utilization of cooperative database names as well as rented list selections,
creating tests for both mail, insert or other programs. Mr. Grant has worked with all of the cooperative database providers, utilizing the many models offered to generate the most profitable names.
House File Segmentation and Recency, Frequency and Monetary (RFM)
This includes the review and revisions to RFM for buyer and non-buyer segments.
While RFM is the most basic type of segmentation, it is the most important
building block for more advanced segmentation efforts. A great part of many
marketer's success is a good, sound RFM structure from which to add on extra
variables or regression models.
MGD develops marketing programs to increase response rates from existing buyers.
While good RFM segmentation is very important, the creation of appropriate
promotional offers can provide the incremental lift to response rates that can
transform an average program into an exceptional one.
Internet sales now exceed 50% for many multichannel marketers and these sales come in through
many different channels; it is critical to help clients develop customized
business rules to allocate
revenues appropriately. The correct attribution enables marketers to determine
which channels should get more (or less) marketing spend in the next marketing
season (or year).
Database Design, Development & Implementation
Mr. Grant has been the client and the vendor with respect to databases. As a
marketer, he has selected database vendors, has managed the migration of
databases from one vendor to another as well as managed the marketing database. On the
vendor side, Mr. Grant has also served as the point person for clients whose
database was being migrated. He also served as the SVP, Director of Account Management at
a small database marketing firm where he managed the databases for all of the company's upscale
luxury clients; this included Tourneau, Equinox, Kenneth Cole, Lindt Chocolate,
L'Oreal, Kiehl's, Lancome, Vacheron Constantin, Hello Kitty and Scholastic.
Analytics - Modeling and Analysis
MGD works with retailers on many levels; Mr. Grant determines when to build models as
well as the different types of models that need to be created to address each
Service Bureau Liaison
Most of Mr. Grant's assignments require him to be the liaison to the service bureau
and in-house staff, managing
all of the processing efforts ensuring they are completed on time and
accurately. The efficient and timely delivery of contacts (online or offline) to
customers and prospects has a huge impact on sales and profitability; the
service bureau is at the center of all of this activity from managing the house
file updates, merge purge and models to creating the final contact list for the
printer and email provider to use. Mr. Grant has worked with many service
bureaus in his twenty plus years in the industry.
Good creative and thorough segmentation and circulation planning are critical to
the success of any marketer's programs. However, it is the ability to provide
good merchandise that can differentiate one marketer from the rest. The analysis
of merchandise performance enables a marketer to review results by units,
dollars, margin, price offered and price sold.
Leveraging his Operations Research and Industrial Engineering background,
MGD investigates and documents the data flows for businesses to ensure that all
marketing requirements are identified. This includes capturing all events and
transactions as well as all order, revenue and customer data associated with
each transaction and each event.
Many of Mr. Grant's early assignments required him to validate the integrity of
the data being captured. In many cases, Mr. Grant determined that the data
captured was either incomplete, incorrect or both; this required significant
programming and process reconfiguration by the service bureau to capture all necessary data.