Data Driven ROI
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Data Driven ROI
Adapt Your Marketing to the Five B-to-B Decision Stages
A decision stage is a unique point in time during the b-to-b lead cycle. It’s another way to segment leads, because their needs differ so dramatically from stage to stage. This affects how we find them, how we evaluate them, and how we craft our message for them.
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Data Driven ROI
Beyond Passive Permission to Active Opt-In Marketing
Consultant Ernan Roman had some harsh words for direct marketers.
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Data Driven ROI
The Sum of the Parts, Part 4: Segmenting Data
Our ultimate aim is to make as many customers buy from us as possible while making the highest achievable profit from the transaction. The elements of reaching that goal are the three C
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Data Driven ROI
Supporting a Cross-Channel View of Customers
The challenges of implementing a single platform to manage and deploy your information assets across multiple channels including the Web, e-mail, mobile devices, and print.
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Data Driven ROI
Lifting Response with “Subtle Relevancy”
One-to-one communication has long been the goal of marketers. Here are a few examples of marketers that have managed to implement it
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Data Driven ROI
Hello, It’s Me: Audience Management
Admittedly, rocker Todd Rundgren could be considered an unlikely muse for someone who writes about marketing. But his signature song “Hello, It’s Me” is clearly about a complicated relationship, and that is familiar territory for marketers, particularly with the recent emergence of audience management.
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Data Driven ROI
German Loyalty Marketer Payback Acquires I-Mint
Payback GmbH, a German loyalty program marketer, has acquired I-mint, an Indian loyalty program, for an undisclosed sum.
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Data Driven ROI
Alliance Data Acquires Equifax’s DM Services Operations
Alliance Data Systems Corp. will acquire the Direct Marketing Services unit of Equifax for $117 million.
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Data Driven ROI
Who’s In Charge of CRM Functions? It Depends…
In many companies, the question of which department oversees customer relationship man¬agement is a tricky one. Marketers work with the system on a daily basis, sales has to input data on the go, and IT needs to make sure all the back end processes are in place. Chief Marketer talked to several industry experts to get their thoughts on who typically con¬trols—or should control—CRM within a marketing organization.