Data Driven ROI
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Data Driven ROI
Qwest Tweaks a Channel at a Time
PUNDITS SAY MULTICHANNEL marketing requires multichannel solutions. But Qwest Communications started with only one channel telemarketing when it implemented
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Data Driven ROI
Ten Tips for Better Integrated Marketig
Two beefs I have about most white papers: Either they’re written in so much jargon as to be impenetrable and inactionable, or they are so basic as to be useless. Happily a recent paper from JupiterResearch and RightNow Technologies entitled “Vital Marketing: 10 Core Tactics to Improve Marketing Campaign Effectiveness and Efficiency” is actually useful.
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Data Driven ROI
Databases Aren’t Just for Direct Mail Anymore
The days when marketers used customer databases solely as resources to keep consumers’ mailboxes filled with fliers and catalogs continue to fade, according to a new Forrester Research study of 124 companies.
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Data Driven ROI
Data Debris
No wonder mailboxes are jammed. Credit card marketers sent out a record 1.4 billion direct mail offers during the first quarter, 11% more than last year, according to market research firm Synovate.
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Data Driven ROI
What Is CRM? Some Definitions
Ask any four marketers what customer relationship management means to them and you’re likely to get four completely unique answers.
Direct magazine knows—because it did just that. It talked with four practitioners to get their thoughts on the state of CRM in today’s business environment. -
Data Driven ROI
Indian Telerep Flap Grows with Data Theft Charges
The reaction against Indian call centers has gone beyond complaints about poor language skills and the use of American nicknames by telereps. Now critics are claiming that customer data is far from secure on the sub-continent.
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Data Driven ROI
Case History: Proflowers.com Markets to the Heart
Here’s a question for you expert data analysts: A Customer buys flowers on Valentine’s Day. Obviously, they are a gift, right?
Well, yes. But Proflowers.com couldn’t always connect those two dots to predict who would buy gifts on other occasions. But now it can.
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Data Driven ROI
The Art of Data Diving
The Bowling Proprietors Association of America, a sort of trade association for bowling alleys, had long believed that its members’ best customers are league bowlers. But it found that casual players spent more on food and shoe rentals.
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Data Driven ROI
Case History: Microsoft Buddies Up for Internal Marketing Effort
Hey, buddy. Microsoft has developed a program to facilitate one-on-one relationships between Microsoft employees and independent software vendors.
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Data Driven ROI
The CRM Cynic: Don and Martha ROC and Roll
The dynamic duo of one-to-one is back with another book. Just as Don Peppers and Martha Rogers invented a philosophy, now they have come up with a metric to go with it: Return on Customer, or ROC.