MARTECH | TECHNOLOGY

Four Ways Cloud Marketing Can Save Today’s Marketer

|  by Beth Negus Viveiros

When Samuel Coleridge wrote "water, water, everywhere, but not a drop to drink" about the ancient mariner's thirst on the open sea, he also captured the irony many marketers today face about their marketing intelligence. Marketers are also surrounded by an ocean—one of data pouring in from all directions, both disparate channels and enterprise-wide. And…

Why Marketing Should Control the Marketing Database, Not IT

|  by Beth Negus Viveiros

I have been a direct and database marketing consultant since 1984. In all that time, one consistent verity is that most internal information technology departments think they can – and should – be responsible for the marketing database. In many instances, the IT department has no idea what it is talking about.

List Firms Increasingly Stress Marketing Services

|  by Chief Marketer Staff

How many incidents within the list industry does it take to make a trend? Three months ago, Clare Hart, Infogroup’s new CEO, revealed plans to rebalance the company away from providing list information and more toward services. Late last month, Infogroup announced Ed Mallin, who was instrumental in Infogroup’s list management firm acquisition activities, was…

How Marketing Databases Differ from Operational Databases

|  by Chief Marketer Staff

A marketing database must be able to perform all of the mission-critical analytical tasks required for data-driven marketing. Many people think they have a marketing database when, in reality, what they have is an operational database. An operational database supports essential "nuts and bolts" tasks such as customer service, fulfillment and inventory management. But, it…

Chief Marketer Videos

by Chief Marketer Staff

In our latest Marketers on Fire LinkedIn Live, Anywhere Real Estate CMO Esther-Mireya Tejeda discusses consumer targeting strategies, the evolution of the CMO role and advice for aspiring C-suite marketers.

	
        

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