Data
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Agencies
Smartphone Users Aim for Apps Over Mobile Web
If you’re torn between developing a mobile app or optimizing your Web site, consider what device users you’re targeting
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Acquisition
CM Listline: Tapping Masterfiles for Recency and Efficiency
Real-time advertising and retargeting online may be working for some, but most marketers with a sustainable growth plan for new customer acquisition still rely on mail to drive web traffic and conversions. If timing is everything, then recency is critical—but it's not that easy to find enough "fresh" names to test. Unfortunately, it still takes a lot of effort to net out an adequate prospect file from the merge-purge of multiple response list hotlines due to the costs and time required to get the job done right.
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Agencies
The Best of the Best: Four Game Changing Ideas from IMA Winners
All of these campaigns offer valuable lessons that marketers can apply to their own promotional efforts in 2012
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Agencies
Marketers Help Consumers Stick to New Year’s Resolutions
Trying to get consumers to change their habits for the better is an annual first-quarter ritual
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Agencies
Using Data to Channel-Optimize Marketing
Marketing isn’t taught by the mathematics departments within colleges and universities, but some day maybe it will be. Each day, marketers are more dependent on the numbers. Metrics and measurements talk to marketers, revealing secret insights into campaigns. For example, data analysis shows how channel optimization makes money.