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Education
"I think solid data is what builds solid portfolios. Clearent wrote, "As you move up the
If we make the reporting and analytics easy, they ecosystem, you will find processors
using analytics to identify trends,
benefit everyone. And that is where the top of the at-risk partners as well as at-risk
ecosystem can play a critical role." – Clearent merchants, and overall any risk
analyses necessary. The reason we
don't talk about them much is that
when we hear the word 'analytic' we
how brands interact with customers to the products and services they offer tend to fog up – as it seems like a
to the structure and culture of the company itself," IBM wrote. "By radically completed math equation. They don't
rethinking their profession, marketers today are able to understand customers need to be.
as individuals, use predictive tools to get ahead of demand and design truly
social businesses. "I think solid data is what builds solid
portfolios. If we make the reporting
"These CMOs are bringing more rigor to the ROI of their marketing investments and analytics easy, they benefit
and are ultimately proving that marketing can be less obtrusive and more everyone. And that is where the top of
personal, less of a pitch and more of a service to people than ever before." the ecosystem can play a critical role."
Klinckphilip wrote, "Marketing, marketing, marketing. Every campaign has Avoid analysis paralysis
its own phone number which records the call. I use it to find out how much Most MLSs use data instinctively as
accounts cost to acquire and what ROI I get on different campaigns with part of the selling process. Let's just
different merchant types." remember that selling is Job One.
Analytics as best practice Other activities can take us away from
our primary purpose which, simply
In addition to the aforementioned reasons why business owners rely on stated, is to write new business,
analytics for relationship management, perhaps the most basic use case is to retain existing business and grow
stay connected in order to grow their relationships. our merchant portfolios.
Clearent wrote, "[T]he key to any
analytic practice is that it can't be time
consuming to run the data. For, above
all else, we are salespeople. And
spending time crunching numbers is
time spent away from sales."
Ask the MLS
While there are many ways to extract
and analyze data from points along
the merchant services value chain,
these systems can enhance but
never fully replace the feet on the
street. MLSs have always delivered
the lion's share of new business to
the acquirer channel. They don't
need sophisticated algorithms to
understand their merchants and
build meaningful relationships that
stand the test of time.
Dale S. Laszig manages business development
and strategic initiatives at DSL Direct LLC,
a payments consulting company that helps
clients promote, design, and deliver secure,
leading-edge technology solutions. Her clients
include software integrators, manufacturers,
retailers, and value-added service providers.
She can be reached at 973-930-0331 or dale@
dsldirectllc.com.
54
"I think solid data is what builds solid portfolios. Clearent wrote, "As you move up the
If we make the reporting and analytics easy, they ecosystem, you will find processors
using analytics to identify trends,
benefit everyone. And that is where the top of the at-risk partners as well as at-risk
ecosystem can play a critical role." – Clearent merchants, and overall any risk
analyses necessary. The reason we
don't talk about them much is that
when we hear the word 'analytic' we
how brands interact with customers to the products and services they offer tend to fog up – as it seems like a
to the structure and culture of the company itself," IBM wrote. "By radically completed math equation. They don't
rethinking their profession, marketers today are able to understand customers need to be.
as individuals, use predictive tools to get ahead of demand and design truly
social businesses. "I think solid data is what builds solid
portfolios. If we make the reporting
"These CMOs are bringing more rigor to the ROI of their marketing investments and analytics easy, they benefit
and are ultimately proving that marketing can be less obtrusive and more everyone. And that is where the top of
personal, less of a pitch and more of a service to people than ever before." the ecosystem can play a critical role."
Klinckphilip wrote, "Marketing, marketing, marketing. Every campaign has Avoid analysis paralysis
its own phone number which records the call. I use it to find out how much Most MLSs use data instinctively as
accounts cost to acquire and what ROI I get on different campaigns with part of the selling process. Let's just
different merchant types." remember that selling is Job One.
Analytics as best practice Other activities can take us away from
our primary purpose which, simply
In addition to the aforementioned reasons why business owners rely on stated, is to write new business,
analytics for relationship management, perhaps the most basic use case is to retain existing business and grow
stay connected in order to grow their relationships. our merchant portfolios.
Clearent wrote, "[T]he key to any
analytic practice is that it can't be time
consuming to run the data. For, above
all else, we are salespeople. And
spending time crunching numbers is
time spent away from sales."
Ask the MLS
While there are many ways to extract
and analyze data from points along
the merchant services value chain,
these systems can enhance but
never fully replace the feet on the
street. MLSs have always delivered
the lion's share of new business to
the acquirer channel. They don't
need sophisticated algorithms to
understand their merchants and
build meaningful relationships that
stand the test of time.
Dale S. Laszig manages business development
and strategic initiatives at DSL Direct LLC,
a payments consulting company that helps
clients promote, design, and deliver secure,
leading-edge technology solutions. Her clients
include software integrators, manufacturers,
retailers, and value-added service providers.
She can be reached at 973-930-0331 or dale@
dsldirectllc.com.
54
