Channel | Data & Analytics

Coupon platform Valpak has branched way out from the iconic blue envelope as a delivery channel, launching a Valpak.com Web site, rolling out its own branded mobile apps

Navel gazing doesn’t come intuitively to business-to-business firms, but perhaps it should: A good, hard, introspective look at itself – augmented by voice of customers and prospects research – was key in Hoover’s Inc.’s refining its marketing message. This was not a feel-good exercise. “With everything going into social media, the world is becoming more…

Some big names in both retail and consumer goods are partnering with wireless carrier AT&T to test the impact of text messages that send themselves automatically when customers

What is required for a company to do effective data analysis? Many would respond, “People with advanced degrees in statistics.” This is most assuredly a worthwhile characteristic. However, I would also add, “The ability to ask the right question!”

Many best practices across B-to-C and B-to-B paid search campaigns are similar. However, B-to-B marketers face some unique challenges

Age is an essential data point when targeting consumers. But advertisers who have pre-fixed ideas about what a baby boomer looks like may be in for a rude awakening as younger-thinking citizens age into this cohort. Take the oldest boomers, those born between 1946 and 1954. They're a lot more active—and a lot more computer-savvy—than…

Location-based mobile ads are not only bringing people into retail stores, but they’re driving mobile commerce. That's one finding from a new quarterly report from location-based mobile media channel JiWire

For marketers, using data to determine which marketing communications contributed to generating a purchase helps guide media decisions. But capturing and incorporating these influences is difficult for marketers of all stripes—those focusing on consumers as well as industrial targets. And within the business-to-business arena, there are additional complexities. It is easy—and therefore tempting—to attribute a…

Are you incorporating social media activity into your lead scoring process? Are you creating a distinct model for each of your product lines? Are you putting your third-party data into context with prospects

Chief Marketer recently asked business-to-government consultant Mark Amtower for tips on marketing to state and federal government agencies.