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How brands win with big personalization

first_imgIn his book The Paradox of Choice Barry Schwartz has shown that an excess of choice for the consumer usually has a negative impact on sales results. A shop with 24 varieties of jam will, as a general rule, sell less jam in total than a shop with only six varieties. The use of big data can overcome this problem, because big data makes possible big personalization. A better focusing on the known preferences of consumers in terms of products, services and communication helps consumers to make their choices. The more personal and relevant the content communicated to a customer, the more likely that the customer will generate positive feedback and eventually make a purchase. Instead of showing your customers all the options in your product range, the trick is to show them just the three options you think will interest them the most. At Amazon, 35 per cent of all sales result from personalized recommendations; at Netflix the percentage is as high as 75 per cent. Personalization is therefore a key step in your data strategy. It is the ultimate way to raise your digital customer relationship to a higher level.Many consumers are open to the idea of receiving the right (commercial) message at the right time. My own research has shown that 33 per cent are either positive or very positive towards the concept of personalized advertising. Consumers like to buy products. Consumers therefore like to have information about products – but only relevant information provided at the moment when they most need it. The ability to manage big data effectively will be a major tool in helping to achieve extreme customer orientation in the years ahead. The expectations of consumers will continue to evolve. They will almost certainly be less tolerant about receiving the wrong message at the wrong time.This presents a serious challenge to the modern marketer. Instead of focusing on the average customer, from now on they will need to focus on the individual customer. Classic marketing involves getting to know and understand the average customer. This often resulted in the drawing up of a profile that was so general as to almost be meaningless. Many companies have ‘athletic males between the ages of 25 and 45’ in their target group. This type of profiling was necessary to select the right media and to adjust the message to reflect the target group. But the problem of working with averages is that they also tend to produce average results. One of the classic marketing dictums is that ‘half of the marketing budget is always wasted; the trick is to find out which half’. This is the result of failing to pay sufficient attention to the wants and needs of individual customers. continue reading » 4SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblrlast_img read more

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Emerman: Offering support to graduating spring athletes is the right move

first_img Published on April 23, 2020 at 8:39 pm Facebook Twitter Google+ As long as they’re in good academic standing, any graduating Syracuse athlete whose spring season was cut short by the coronavirus pandemic will have a chance to return with an extra year of eligibility. The NCAA made eligibility “appropriate” for all graduating spring athletes on March 30, but pushed the responsibility of actually offering it to individual schools. It’s the college sports equivalent of federalism, of the president allowing each state to decide when to initiate stay-at-home orders and when to reopen nonessential businesses.Syracuse didn’t have to do this. It absolutely would’ve been easier to take the Wisconsin route and say ‘thanks for your service, good luck in the real world’ to graduating seniors. It certainly would’ve saved SU a penny.“People can quarrel with the decision you make, there’s very few pure right or pure wrong decisions in a time like this, but I just thought it was the right thing to do,” Syracuse University Director of Athletics John Wildhack told reporters on a conference call Thursday morning.And it is. Offering to “support any senior from spring sports whose season was cut short and who wish to return” is a generous, thoughtful decision. It’s not an easy choice, but it’s one that puts Syracuse’s athletes first. AdvertisementThis is placeholder text“For us, the first thing that we’ve done is to really focus on our student-athletes,” Wildhack said. “Because that’s our mission statement, that’s what we’re here for: to provide them the best experience both academically and athletically as we can. That’s been our No. 1 objective.” The choice proves that Wildhack was genuine when he said, after the NCAA canceled the remainder of spring sports, that he empathized with athletes and coaches whose seasons ended abruptly.Of course he felt for those athletes. How could he not? Their seasons, many of which were more promising than ever, ended in a gutting, heartless way. A pandemic threatened to terminate their college careers and some of the highlights of their lives.All-American attack Emily Hawryschuk’s returning for a fifth year. Ace Alexa Romero’s coming back, too. So are decorated lacrosse goalies Drake Porter and Asa Goldstock. Men’s lacrosse defender Nick Mellen won’t, but that’s OK. At least he had the option.Not all schools have the financial luxury to offer relief to so many athletes. Syracuse, which generated a school record $99.8 million in revenue in 2018-19, does. More schools will join Cincinnati in cutting sports and more schools like Wisconsin — which brought in $152 million in revenue in 2017-18 — will inevitably decline to offer graduating seniors relief.But at SU, 28 graduating spring athletes are returning, at least one from each spring sport, Wildhack said. He did not confirm whether they’ll be back on the same scholarship they previously had, but said “we’re trying to make things comparable for everybody to the best of our ability.”  Many challenging financial decisions still loom. Colleges and conferences across the country are reportedly considering just about everything, from cutting entire programs to shortening seasons of non-revenue Olympic sports. Because of the lost NCAA Tournament, the NCAA’s 2020 revenue distribution will be $225 million, less than half the expected $600 million. That’s a big hit to everyone, even powerhouses like Syracuse. Wildhack said the athletic department’s had no discussions about eliminating sports. But, he also said several times in his 40-minute press conference that so much is unknown. A lot can change in a world of facemasks and Zoom happy hours. Hopefully Syracuse can alleviate the financial stress without cutting programs, instead working at the margins. On Monday, the university announced several high-earning employees, including Wildhack, Jim Boeheim, Dino Babers and John Desko, will take 10% pay cuts in the 2021 fiscal year to support students, faculty and staff particularly affected by COVID-19. That may not even make a dent in Syracuse’s lost revenue, but it’s a start. “You’ve got to build a variety of budget contingencies,” Wildhack said. Perhaps some luxurious amenities for athletes will have to go. Maybe teams will have to ride the bus to away games instead of chartered flights. Some athletics administrative workers may get furloughed or laid off, unfortunately. Cutting a sport entirely, though, would be devastating. It would be dream-deferring. No solution is perfect. But we’re living in a far from perfect time. Accommodating graduating spring athletes who want another crack at their season is a serious gesture for SU, a moral success in the first major test of handling COVID-19’s impact on college sports. Danny Emerman is the sports editor for The Daily Orange, where his column appears occasionally. He can be reached at [email protected] or @DannyEmerman. Commentslast_img read more

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Bosna Sema became the Champion of the Cantonal League Sarajevo 2014/15

first_imgIn the organization of the Football Alliance of Sarajevo Canton (FSKS), the final game for the champion of the Cantonal League Sarajevo for the season 2014/15 between SASK Napredak and Bosna Sema was played at the City Stadium in Ilijas.In a very dynamic, fair and correct game, Bosna Sema deservedly won with 2:0 and thus won the title of the champion of Cantonal League Sarajevo and placement to a higher rank of the competition.A cup to the vice champion, SASK Napredak and the captain Nihad Suljevic, was awarded by the vice president of FSKS, Suad Alibasic, while the cup to the champion Bosan Sema and the captain Elmedin Brankovic, was awarded by the president of the Football Alliance of B&H, Elvedin Begic, with wishes for better placement and as better as possible, presentation of FSKS in the highest rank of the competition.(Source: novovrijeme.ba)last_img read more

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Mourinho reveals he can’t cook, iron or clean… so never left Lowry at Man Utd

first_imgGIVE Jose Mourinho some stale Spurs stars on plenty of bread and he can rustle up three tasty victories. No problem.But ask him to cook a meal and he freely admits he would struggle. Unless it is sausages and eggs.5 Sausages and eggs are the only thing on Jose’s menu… when he’s not at the Lowry5 Mourinho stayed at The Lowry for 895 daysCredit: Rex FeaturesAnd do not even talk to him about ironing or cleaning.The Special One gave a fascinating insight into his lack of domestic prowess as he revealed why he loved living like spoof radio and TV creation Alan Partridge during his spell as Manchester United boss from May 2016 to last December.New Tottenham boss Mourinho returns to Old Trafford for the first time tonight since being axed by United almost 12 months ago.He looks far happier and relaxed now than he did in his final days at the Red Devils, which were frankly depressing.It was claimed that one of the reasons he was so miserable was because he spent his entire 2½-year reign living in a hotel, albeit in a very splendid one in the shape of The Lowry.This obviously led to comparisons with Steve Coogan’s TV character Partridge, the radio presenter who resided in the Linton Travel Tavern in Cambridgeshire.Aha!But it turns out being holed up in a hotel was NOT the cause of Mourinho’s misery in Manchester.When a reporter at yesterday’s pre-match press conference pointed out to him it was a strange way to live, he replied: “Is it? You know how I would be unhappy? I would be unhappy if I was in a house on my own.5 Jose Mourinho was compared to Steve Coogan’s character Alan Partridge for moving into a hotelCredit: BBC5 Jose Mourinho admitted he cannot cook, iron or clean which is why he was so happy at the Manchester hotelCredit: Getty – Contributor “I would have to clean, I don’t want that. I would have to iron, I don’t know how to.“I would have to cook. Fried eggs and sausages — that’s the only thing I can do. I would be very unhappy.“I lived in an amazing apartment, it was not a room. It was mine all the time.“It was not like after one week I had to leave. No, it was mine. I left everything there, I had my television, my books, my computer.“It was a flat, with a phone. ‘Bring me a coffee latte, please’ or ‘I don’t want to go down for dinner, bring my dinner up’.“I was watching football or doing work with one of my assistants I would ask ‘Bring us food’. I had everything. If I was alone in an apartment it would be much more difficult. I was fine, more than fine.”The hotel where he stayed was one of the few topics Mourinho was keen on talking about when asked about his spell at United.After taking over in May 2016 he won the Europa League and the Carabao Cup and led them to runners-up spot in the Premier League in 2018 before it all started to go pear-shaped.He was axed after the board became concerned about his results, style of play, relationships with their top stars and the lack of return on their investment in the transfer market that had seen them squander — sorry spend — almost £400million on 11 players. 5Mourinho, perhaps surprisingly, is still popular among most Stretford Enders who will give him a warm welcome back tonight.He claims to have remained on good terms with players and staff, including executive vice-chairman Ed Woodward.But he was as reluctant to talk about United yesterday as he was when he was first booted out. He told reporters: “For you it’s like I left Manchester United yesterday.“It was not yesterday, it was almost one year ago. I am now Tottenham. Again, if you want to speak about United as an opponent, let’s speak about them as an opponent.“As for my history there, go to my office upstairs and I still have a couple of pictures of my Man United time and that’s it.“One with the Europa League and my son in Stockholm and one with the Carabao Cup when you get the cup at the top of Wembley.”Asked if they were his most cherished memories of United, he replied: “Of course, yeah.”So with Mourinho for a change, it was a picture — or rather two — that paints a thousand words.But make no mistake, his arrival at his press conference TWENTY MINUTES early indicated he is itching to show his old employers how he has changed.He would love nothing more than to extend his 100 per cent record as Spurs boss to four games and extend their lead over United in the Premier League to five points.All the talk is of Mourinho going back to Old Trafford, even if he was not keen on talking about it.MOST READ IN FOOTBALLTHROUGH ITRobbie Keane reveals Claudine’s father was ’50-50′ in coronavirus battleTOP SELLERGavin Whelan has gone from League of Ireland to David Beckham’s InstagramExclusiveRIYAD RAIDMan City’s Riyad Mahrez has three luxury watches stolen in £500,000 raidPicturedAN EYEFULMeet Playboy model and football agent Anamaria Prodan bidding to buy her own clubI SAW ROORodallega saw Rooney ‘drinking like madman’ & Gerrard ‘on bar dancing shirtless’NEXT STEPJonny Hayes set to move to English Championship having been let go by CelticREF RELEASEDChampions League ref Vincic released by cops after arrest in prostitution raidKEANE DEALEx Man United youth ace David Jones says Roy Keane negotiated a contract for himWhen Tottenham’s press guru asked hacks to stop asking their manager questions about United, Mourinho said: “What they are doing is trying to make me speak about something I didn’t want to speak about when I left.“It’s not now the moment because I have a new club, a new life, that I do something I didn’t want to do when I left. It’s a closed chapter.”But with a helluva epilogue in prospect tonight.Mauricio Pochettino ‘wants Man Utd job ahead of Arsenal’ as he targets swift return to management after ruthless Spurs sackinglast_img read more