AARM MASTHEAD

What's all the buzz about?

Attention . . . .


CEO's, CFO's, CMO's, CIO's and Senior Level Marketers committed to
understanding, and significantly improving the targeting and acquisition of customers, increasing the value of the customer base, predicting the financials with extreme accuracy, creating a formula for prosperity for the enterprise, and .....  extending the lifespan of the organization,

Why?
It's a tough world out there and the
competition for customers can only heat up.


AARM Presents
THE MASTERCLASS
in
Ultra Precision Marketing Sciences (UPMS)
AI Enhanced Marketing
This Course Teaches Executives about how UPMS can help you Achieve Greater Corporate Prosperity




Today our businesses function in the paradigm of Omni-channel marketing.
This marketing paradigm is an adaptive, inter-active, relevant and highly personalized paradigm that drives us to develop the tools, methodologies workflows and technologies required to manage digital elements (data, imagery, graphics, blogs, etc) across a suite of integrated systems and relational databases.


The excitement of this paradigm is the ability to receive critical data real-time, enabling program modification and mid-stream execution and, the ability to produce exact content and quantities to the specified communication channel whether it is print, email, SMS or web service.

Over the past several years we at AARM have been in involved in extensive R&D. We have been scientifically exploring and proving new concepts and methodologies in what we like to call marketing platforms and methodologies.

We wanted to better understand the true value and scientific nature of data and the now art-of-the possible for acquiring and retaining and growing clients and customers. We included everything in the mix: CRM, Big Data, Small data, Good Data, Bad Data, Customer Journey, Analytics, Artificial Intelligence, LTV, CLTV, ROI, etc.

We thought... what if we could find ways to really take advantage of all the tech and methods out there and help improve on them all, insert some new ones and, then..... make the knowledge available to the the business universe. What if we could seriously help companies to increase sales and profits (impressively) and also predict future financial scenarios by looking deep inside data.

The R&D effort under the brilliant direction of Mr. Serge Grichmanoff, was immensely successful and the results and are very, very impressive.

Over the past years, extensive documentation has been compiled that illustrates achieved results.  And..... AARM in collaboration with the Grichmanoff organization have produced a methodology and educational pathway that is vital to success in the marketing environment of today and tomorrow. This knowledge can transform a company into a customer acquisition and profit powerhouse.

Learn about how a Southeastern company used diverse data to generate client segments with 300% more buying power than the average client!

We call this - Ultra Precision Marketing and.......  the Science thereof - UPMS.  It's a foundation based on decades of veteran
experience using (AI) Artificial Intelligence to build profits in new predictable ways. The extensive utilization of advanced methodologies will be the key to corporate survival, empowering you to achieve the greatest profitability possible.

Learn how to increase your sales and profits by very significant amounts.

            See how others have done it through extensive case studies and other materials.

Through the use of UPMS and Artificial Intelligence (AI), business can seriously take advantage of the ability to really power the CRM requirements of the business.

What it all means, is that you can gain a serious competitive edge when you learn what you can accomplish with the knowledge presented in these sessions. This course gives you the keys to the vault of knowledge in terms of what can be accomplished. You can become a profit hero.

This is the one course that should be taken right away, by corporate and entrepreneurial people who are involved in helping to better service current customers and acquiring more customers .......... this is the course

This is your opportunity learn how to utilize the very latest techniques presented by pioneers and specialists who are anxious and ready to share and discuss issues, statistics and solutions that will be critical to your ongoing success and corporate longevity.

Who should attend?

Top Management Executives and Marketers committed to understanding, and significantly improving the targeting and s

Look, knowledge is power. Get some real power at this corporate life-changing course. It's got all latest information you need to succeed.

Added bonus. You will be taken through case studies of highly successful and incredibly profitable examples of UPMS at work in your industry sector and, you will learn how to apply these techniques in your organization - fast.

And, by mutual agreeable time slot over web meeting, the course leaders are available for a minimum period of 60 minutes to help you deal with any questions you might have or consultation you may require to help you achieve an early and profitable way forward.

This course will help you grow the enterprise in ways you could not have imagined. Guaranteed!

Please Register at bottom of page below.


THE ULTRA PRECISION MARKETING SCIENCES MASTERCLASS
Course Curriculum



Section 1 - Understanding the Operational Environment of Marketing Campaigns [OEMC]

All marketing campaigns, whether they are traditional direct mail or purely cyber space and social media, begin with a marketing goal, a database of participants, and a selected outbound media channel.

Our objective in this first section is to outline the broad world of data that is available to all marketing professionals. The session will cover traditional data sources but will also cover business data feeds, social media and operational cyber-based data as well.

You will learn how to illustrate the operational paradigm of marketing information. This not only includes the original feeds of data, but includes derived data from analytics and also includes the resulting input feeds from online services, return email, and even returned ground mail.

Section 2 - The Ecosystem of the Marketing Experience

We operate today in a highly competitive environment where we strategize and forecast using the best methods to convince clients to purchase our products and services while thwarting numerous competitors who themselves are also competing for these same dollars. This highly competitive circumstance must be viewed as a highly inter-correlated econometric ecosystem where we have a multitude of intertwined forces, where the change in one force will have direct effect on another.

No longer can we simply look at one dimension of the problem such as customer sales — nor is it enough to simply augment this circumstance with socio-geo-demographic data; but we must also include spatial, econometric, competition factors and cyber/social/internet data. In order for our marketing efforts to be complete, we need to leverage the data outlined in session 1, where the goal here is to integrate all these points together such that we can create an actionable marketing framework across all marketing channels.

In this session you will learn how to develop the integration of data between our familiar framework of “Bricks and Mortar” circumstance all the way through to that of the “internet” and “Cyberspace”. We investigate what we need to build from a data perspective in order to be able to determine which competitors and what econometric and socio-geo-demographic forces are responsible for effecting our business and, to what degree.

Here you will also learn through comprehensive case studies, the required data framework and illustration of the required marketing sciences that would enable you to quantify the potential loss (or gain) of business due to the spatial distribution of the competition. Very insightful!

Section 3 - Understanding Client Marketing Groups Through Segmentation

Using a technique called “Cluster Analysis”, we create tightly defined homogeneous segments that are effective discriminators over a wide range of consumer behavior. Leveraging such techniques provides you with the ability to classify your customers into groups where members are as similar to one another as possible, while being significantly different to the members of other groups - perfect for strategic marketing initiatives for any product or service!

To develop high target profitable marketing groups, you will learn how to:

• Create a segmentation system that will find distinct groups of customers for whom differential communication and offer strategies may be deployed.
• Ensure that members of each group are as similar to one another as possible, and significantly different from members of other groups.
• Incorporate financial services, sales, response, conversion potential in the segmentation to find under performing high value customers.
• Create a segmentation scoring methodology that is measurable, identifiable and actionable.

Section 4 - Profiling: Looking for Unique Differences Between Marketing Groups

Whether we are dealing with marketing segments, or, if we have been provided segments or regions (states, provinces, counties, or even groups such as gender, race, etc..... we need to try to find what makes these segments unique, remarkable and actionable.

You will learn how, regardless of what business vertical you operate in, profiling helps visualize how one group or entity compares against another. In this “How To” session, you will learn how to use profiles to identify high performing segments.

Marketing experts often deploy ‘Gap Analysis’ in profile development in order to help differentiate the unique essence of each group. This session also looks at how profiles leverage techniques like ‘gap analysis’ to illustrate the power of our marketing discoveries.

Section 5 - Isolating Top Performers

In this session you will learn how finding your “Top Performers” can be accomplished through a technique called Multivariate Interaction Detection [MID] that help marketers predict product sales, preference, attrition, etc. Learn how, using an iterative "splitting" process, MID recombines the attributes, variables and data to rules that recombines our clients into sub groups that provide the most outstanding indicators of performance! Once the splitting process is complete, a series of "rules" are developed, where each rule yields a particular performance score, response rate, with an understanding of marketing drivers as well!

Through detailed Case Studies
you will learn how Financial Services, Retail, Telecommunications, Insurance, Death Care Industry, Not-for-profit, Religion, Education and others, collect valuable data that comes in many different formats and types.


Learn about how a Southeastern company who used diverse data to generate client segments with 300% more buying power than the average client!

Section 6 - The Art and Science of Prediction and Forecasting

Predictive modeling is the process of predicting or forecasting the price point a customer may purchase a given product or service. Depending on the prediction circumstance, the model may also try to predict "when" a certain event is going to occur - as well as at what price point. By gaining control and understanding of when your clients would be likely to purchase given products and services and at what price point is remarkably powerful! In some ways this is one of the most important skills/techniques to understand.

In order to develop targeted profitable models identifying the best customer prospects, you will learn how to:

Identify those customers with a high propensity to purchase a specific product around a set of price points and/or at a specific period of time

• Use a set of predictive models to score your customers to determine how and what to sell, or, how to win them back!

Section 7 - Retention and Attrition Models

In this session you will learn how Retention and Attrition are different sides of the same coin — on one hand retention is the art of understanding how to hold on to our customers, whereas, attrition is the art of understanding how to get back customers who have left or who are about to move to the competition.

Learn how Attrition is the process where we look at the probability of when a client ceases to be a client. This style of regression model determines the probability a client will convert, respond to a given event. Clients are scored from 0 to 100% in terms of response, conversion, attrition where treatment is governed by this probability.

Learn how Retention focuses on how we nurture our client to the fullest; how to market; what to market; when to market; to make sure our clients are satisfied across all dimensions.

Some financial institutions around North America find clients moving their investments from one institution to another with the hope that they will provide a better rate and return. Learn how one company used attrition modeling to retain high value customers while continuing to gain new customers and generate a remarkable gain!

Section 8 - Lifetime Value Analysis [LTV]

Lifetime Value “LTV” can be defined as “the future profits to be realized on a new or existing customer over a given period of time.”

Learn how LTV can be established from a single campaign or cumulatively across a series of campaigns.

Learn how Lifetime value can be used as a decision tool for both prospects and existing customers
and helps answer questions such as (i) How much money will this campaign generate over the lifetime of this customer, (ii) what is the appropriate budget for acquiring a new customer, or, (iii) what is the correct spend retaining an existing customer?


Learn how a company uses the power of AI and ROI and LTV calculators to estimate the value of a client, estimate the performance of future campaigns and how to forecast the performance of their latest campaign!


Section 9 - Return on Investment [ROI]

For each and every campaign we need to spend budget for the print, web site, email blast and so on. At the end of the campaign we generate revenue. ROI analysis helps us breakdown the performance of the campaign from a revenue standpoint against other campaigns, or within the campaign. Naturally the importance is we learn how much revenue we are generating but more importantly how much profit. Of even greater importance however, is that we begin to understand what campaigns are generating the greatest gain where we compare performance on a segment to segment basis.

Collectively then, we learn what it is we must do to successfully generate profit.

You will learn a number of different methods to calculate ROI - and much of this is dependent upon the array of data you have to work with. Clients in all circles and verticals must prove their campaigns work - learn how to calculate ROI under any and all conditions regardless of data source.

Section 10 - Share of Wallet

Share of Wallet is the percentage ("share") of a customer's expenses ("of wallet") for a product that a firm sells. Different firms battle over this share they have of a customer's wallet, all trying to get as much as possible. In this session you will learn how to define exactly how much of this wallet share you (or your customer) will have - and even more important how to garner a greater 'share of wallet'.

Learn how share of wallet is probably one of the most important analysis a company can perform. This endeavor is naturally quite difficult due to the data requirements. In the case of financial and retail clients this can be delivered with special surveys, or, by the collection of huge databases.

You will learn how one company was able to determine
how much share of wallet they acquired over three markets; essentially enjoying 33% in one smaller market yet only 7% in a larger more promising market.

Section 11 - Econometric Zones of Influence: Understanding Forces Which Affect Buying Power

When we look at any given store location, what exactly do we see and what does it exactly represent? Naturally, as a bricks and mortar building it has an address – and clients from all around will come to this location. The larger the store typically the broader the geographic pull. But......... is it just that simple?

Over the past 200 years there have been many attempts to understand what creates what we refer to as “the econometric zones of influence” – where each store is the central focal point of econometric energy drawing from the population surrounding it enacted upon by both the agglomerative forces that support sales versus competitive forces that detract sales

We study the ‘type’ of cities that our companies and firms operate in, and these subtle variances generate an econometric framework which then defines the zones of influence which our store generate. Our stores then – have a well defined “zone of influence” which naturally is effected by competition, supportive industries, spatial elements (road networks and physical barriers).

These zones of influence then allow us to generate the most accurate models of economic performance possible.

Section 12 - Multi Channel Attribution

Multi Channel attribution is a set of rules that assigns credit for sales & revenue to specific channels, technologies and touchpoints.
When we refer to sales & revenue we are referring to any income that could and would be attributed to the channels used in the campaign.
When we refer to channels they can be specific touchpoints such as direct mail, email, mobile or social / cyber. Social channels would include banner ad, page posts, sponsored tweets, search ads, landing pages for any given company but often through portals provided by Google, Facebook, Twitter, Minds, Gab, BitChute and YouTube to mention a few more notable.

Key Takeaways

1. Discover the data requirements and components required for a complete attribution analysis.
2. Learn the various MCA models and when they are applicable.
3. Discover how to generate MCA reports showing channel proportions, percentages, performance indices and revenue distributions.

Section 13 - AI - Artificial Intelligence

AI is the application of many structural & predictive models that have been put into a collection. These collections are then applied as rules, essentially programming logic that is used to make decisions, search tables or present output as content. Thus AI is the intelligent operationalization of the outcomes of statistical routines where the output such as linear equations, cluster memberships, probabilities, content links or outcome data are recoded as logic: logic to be used in the AI to make decisions, present content and interface with their human counterparts or other AI avatars.

As machine learning technology improves, artificial intelligence is becoming decidedly mainstream. Nowhere is this more apparent than in marketing, where AI is becoming a virtually indispensable tool.

Key Takeaways

• Understand: Discover the underlying terminology, trends, approaches and currently technologies.
• Strategize: Develop your AI strategic plan through understanding the processes, best practices, templates and resources available.
• Activate: The development of an AI pilot – develop the evaluative criteria required to determine success and how to scale your AI.
• Improve: Upon successful activation learn to monitor, measure, and adapt your AI. Learn what AI performance really is…

Section 14 - The History of CRM and Big Data

A special section that explains how CRM and it's history fits into the UPMS methodology.

Section 15 - Your Ticket to Success - Tying it all together.


This is where it all comes together and you can start to envision an implementation path for your organization. The Who, The What, The When, The Where, The Why, The How. The art of the possible.

And, by mutual agreeable time slot over web meeting the course leaders are available for a minimum period of 60 minutes to help you deal with any questions you might have or consultation you may require to help you achieve a profitable way forward in your specific industry sector.

What a deal! 60 Minutes with these gents. You'll be glad you did.


About our Course Leaders

These gentlemen are serious experienced Marketing Scientists, Artificial Intelligence pioneers, inventors and thought-leaders in their own right. Each has made unique and significant contributions in approaches to the creation of highly efficient marketing techniques with incredibly accurate predictable results. Each has taught in universities. They are Big Data and Customer Journey experts as well. Each has extensive experience in helping companies across a wide range of industries including Retail, Financial Services, Automotive, Corporate Reorganization, Death Care Industry, Education, Return on Investment, Not for Profit Organizations, Property Management, Religious organizations, and a host of others. They are senior executives with board-room experience as well as true Marketing Scientists that know how to communicate solutions for creating profits predictably and reliably through Ultra Precision Marketing Sciences. They have pushed the edges of artificial intelligence and created the algorithms for unparalleled profitability success.

Serge Grichmanoff

Mr. Serge Grichmanoff - Formerly Vice President of Research and Development at the AIIM Group, Serge is a leading authority in the application of Marketing Sciences and integrated modeling techniques to multi-channel marketing solutions. Serge is former software engineer and AI specialist turned marketing technologist.

After a successful career as a statistician developing predictive models with Applied Marketing Statistics Inc., Serge was the Senior Research Scientist with the Institute for Market Statistical Analysis where he entrenched the concept of response and penetration models in place of generic segmentation systems. As President of SMRT, Serge focused on establishing the concepts of relationship marketing within the Direct Marketing industry through the automation of complex multivariate analytics. Serge is President of Smart Guys Analytics. Full bio here.

Mr. Robert T. Stacey - A former software engineer and AI specialist turned marketing technologist and former CEO of Marketing Electronics, Robert has facilitated executive workshops and other projects in a variety of industries in Canada, the US, UK, the Middle East and the Caribbean. Some of the organizations he has assisted either as senior executive or consultant over the years are; American Express, ATI Technologies, Aruba Tourism Authority, Avaya, Bell Canada, BMO Financial Group, BMW Japan Finance, Canada Post Corporation, Carlson Marketing Group, CIBC, DuPont, Enbridge Consumers Gas, Environics Research Group, Envision Credit Union, Ernst & Young, Fidelity Investment, Forum Research Inc., Foster Parents Plan, GlaxoSmithKline, Grolier, IBM, IPSOS-Reid, LCBO, Microsoft, Miller International, Pennsylvania College of Technology, Publishers Clearing House, Readers Digest, Rogers Wireless Communication, Sears, TD Bank Financial Group, TD Waterhouse Investor Services Inc., Toronto Stock Exchange, Toyota, Tourism Canada, Universal Studios, USC Education Savings Plans, The US Air Force, World Vision, and Xerox to name a few. Robert lives and breathes marketing technology. Full bio here. Stacey

Paul Leow
Dr. Paul Leow - At the New York and Singapore offices - Paul was Senior Consultant (one-to-one marketing) for Peppers & Rogers Group www.1to1.com. A 1to1 marketing specialist supporting CRM strategies to companies in Asia. He was attached to clients like Ford Motor Asia Pacific (Taiwan, Thailand, China and India), AMD South Asia (Hong Kong, Taiwan, China and Australia), FAW Volkswagen China, Hong Kong Productivity Council, ST Kinetics Singapore, Lucent Shanghai, Motorola Beijing, Singapore Community Chest, Singapore Civil Service College and set the Small Medium Enterprise program in Asia. In Seoul, Jakarta and Singapore offices - Regional Account Director – At Cheil Communications Inc. (part of Samsung Group) the number one agency in Korea he serviced his client Samsung through strategic alliances with other marketing communication companies in the region. It involved integrated marketing communications of Samsung home electronic, GSM phone & CDMA phone products in the region. Paul has been facilitating AARM certification programmes all over the world. Dr. Paul has spent much of his career working the brand profitabilities via CRM and AI. Full bio here.


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