"If you can't describe what you are doing as a process,
you don't know what you are doing."
-W. Edwards Deming

John McBride lives at the intersection of marketing, analytics and technology.  He loves to make raw data dance and sing and channel the awesome power of the internet in to sales.  He is an expert at listening to the messages sent by customers through their behavior, exhibited in a wake of bits and bytes left behind from everyday life.

Like many people involved in this type of development, John took a rather circuitous route to where he is today.

John began his financial services career at American Express back in 1979.  At American Express, John played a role in developing many new business initiatives. Among them, the Financial Services Account, a wholesale financial product enabling leading brokerage firms to offer cash management accounts linked to a checking account and an American Express Gold Card. He also developed a number of marketing databases including the merchant prospect database, one of the largest B2B databases in the world.  It dramatically increased sales force productivity. So much so,  that John's efforts helped his team earn the Chairman’s Award for Quality.

John is recognized as a pioneer in the creation and use of the data mining and data warehousing techniques in support of face-to-face selling efforts. He has been a featured speaker at Direct Marketing Association conferences, as well as a guest speaker to organizations such as Dun and Bradstreet, Cigna, and InfoUSA.

Mr. McBride believes most companies lack the skill, will, and marketing leadership to take full advantage of an asset they already own - namely, their own customer databases!

John builds Marketing Databases.  Marketing databases are different from operational or transactional databases.  A Marketing Database is a means to an end. That end is a logical dialogue between customers and prospects, leading to increased sales and loyalty and ultimately greater return on marketing dollars.  By capturing, storing, and combining bits of information about customers such as, where they live, what they like, what they buy, marketers can make countless niches identifiable and accessible.  John has applied these skills to B2B environments as well consumer markets.

John has shown that customers will tell you what the next step in the relationship should be, if you build the systems to listen and act.

Intelligent database marketing is the key to engaging and retaining customers on the web.

In the past, Mr. McBride has shared some of the secrets of his success with several development stage 'dot.com's engaged in marketing insurance products on the Internet, as well a major insurance carriers such as AIG, ING, and Nationwide Insurance.  These secrets involve bringing systematic process to customer and prospect relationships through the application of CRM and intelligent data mining.

Mr. McBride has been a full-time consultant with C-Change, the Nation's premier financial services consulting agency specializing in transforming yesterday's insurance 'manufactures' into tomorrow's financial services companies.  John's also lent his expertise to Paul Allen's Portland Trail Blazers in their efforts to become the Northwest's favorite entertainment venue.

Want to know more?  Zap me an e-mail!