Topic

Data

  • Agencies

    Q&A: Amex’s Mastrocola on the Best Name Sources, Mail Formats

    American Express is always testing, but tried and true voucher packages still pull best in their acquisition efforts.

    Chief Marketer recently talked with Tom Mastrocola, director of subscription acquisition for American Express Publishing Corp., about trends in mail package design, postal concerns and list/database use.

  • Agencies

    Coca-Cola Mainstreams Mobile

    Coca-Cola carries the vision of its marketing future on one piece of paper. It includes developing and executive creative marketing programs across the globe using a handle it calls, “liquid and linked.” The strategy centers on storytelling; taking great, fun, creative stories and spreading them to the furthest reaches of the world using, in part, the muscularity of mobile and social media, or, as Coca-Cola puts it, modern day word of mouth.

  • Agencies

    How to Effectively Execute a Sample Program

    As marketing times change fast check out these new rules for conducting sampling programs.

  • Agencies

    Data Helps Expo Washable Markers Find Best Party Hosts

    Mothers who weren’t chosen to host one of the at-home parties held for Expo Washable Markers on June 11 shouldn’t feel slighted: Only 1800 hosts were selected from more than 24,000 applicants. That’s an acceptance rate of less than 7.5%.

  • Agencies

    Craft a Winning B-to-B Email Strategy from the Start

    If you want to have a great B-to-B email program that generates solid leads, the beginning is a great place to start. That means asking the right questions on your sign-up form, crafting an engaging welcome email and enticing your prospects to open that email with a solid subject line. Megan Feltes, sales content specialist with email marketing service Emma, shares some best practices she’s learned through working with clients and crafting the company’s own lead-gen strategy.

  • Agencies

    Lead Flow Planning: How Many Leads Are Really Enough For Your Sales Team?

    When it comes to leads, it’s tempting to think that more is better. But the truth is, enough is

  • Data & Analytics

    CM Listline: In Life Events, Timing is Everything

    The proliferation of online advertising networks is creating much ado about nothing, at least in terms of how digital marketing is romanticized nowadays.

  • Agencies

    When Does Reactivation Modeling Make Sense?

    The ability to ask the right questions is a critical factor for effective analytical work. This is the key point I made in a recent article, “Asking the Right Questions in Data Analysis” https://chiefmarketer.com/direct/non-print/data-listtalk-0415bnv9.html. I also noted that asking the right questions typically does not require an advanced degree in statistics.

  • Agencies

    Hoover’s Connects With IT for Better B-to-B Sales

    How can you get IT street cred and build a rapport with the technology professionals who will ultimately help approve and implement your solution? Stephen Bergmann offers some thoughts on how Hoover’s has connected with IT pros to market its Application Programming Interface (API) products.

  • Agencies

    Buffalo Wild Wings Home Court Advantage

    Nationwide restaurant chain Buffalo Wild Wings (BWW) wanted to be known as the place to catch basketball games during the 2011 season. They were looking for a non-traditional approach that included mobile and social media and that would keep people coming back