2011 IMA Award winner, Best Email Marketing Campaign | The loyalty program, Marriott Rewards, mails monthly the email newsletter eNews, to its millions of worldwide members. The newsletter was too long and wordy for today’s fast-paced, digital-savvy consumer, and it needed updating with a more contemporary, easier-to-read format.
McAdams, a family-owned web-printing firm, had a B-to-B database of 1,800 existing customers, but only 350 were active. In 2010, McAdams installed a high-quality inkjet inline printer that it wanted to advertise to its customers, but also to potential new acquisitions.
Analyzing customer opinions can provide valuable insights. This knowledge, however, is not easily gained. Knowing how to collect this information without biasing it, and aggregating qualitative — non-numeric — data can be daunting. Chris Cottle, executive vice president of marketing and products for Allegiance, offers thoughts on best practices in aggregating and using customer opinions.
comScore reports that consumers have spent $30.9 billion online so far in November-December, a 15% increase over the same period in 2010. While Cyber Monday still holds the record for the heaviest online spending day of the year for the second ...
As TV watchers, moviegoers and readers increasingly consume entertainment with tablets and smartphones at their sides, the potential for marketers to connect with them via another screen becomes more and more enticing. Enter GetGlue, which wants to become the social hub for entertainment.
All marketers know that mobile devices enable consumers to check email whenever and where ever they want. But what they might not be considering is that once consumers read an email on their tablet or phone, they're necessarily not saving it to follow-up on later on their desktop.
Over the last few years, data marketers have gone to extreme lengths to cherry pick what they think is the perfect audience for each communication they send. But is this approach producing a profitable universe—or just a small one?
Loyalty efforts traditionally provide rich amounts of data on a member’s transactions. Transaction data, however, only reveals what a loyalty program member is currently buying. Transaction data rarely provides insight on what else the member could be buying, the reasons behind the purchase or what differentiates this customer from others.
Direct marketers usually aren't very creative about how they take advantage of their marketing databases. Sure, modern marketing databases are used to make general decisions about whom to promote. Typically this is done with rules-based logic such as recency, frequency, monetary value (RFM) cells or—even better—with statistics-based predictive models. However, this is just scratching the…
New research by Convario shows that mobile search and attribution modeling across multiple digital media types are the two most important issues to search marketers in 2012
