Database marketing

• Agencies

  Lyris One Addresses The Age of Exploding Data

  Lyris One, a new platform from Lyris, offers marketers the opportunity to integrate, sort, analyze and generate campaigns of a wealth of customer data, both from within and outside the company.

• Agencies

  Website Usability Testing Boosts Profitability

  Are B2B companies with the best possible offerings shooting themselves in the foot by hosting poorly designed websites? Chris Hicken, vice president of marketing at UserTesting.com, offers several steps and tests marketers can take to identify rough patches between an onsite query and completion of a transaction, whether requesting more information or making a purchase.

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  Agencies

  Stop Measuring Customer Satisfaction and Start Understanding It

  Kimberly A. Whitler, an instructor at Indiana University who is studying chief marketing officers, takes exception to the “ultimate question” approach to measuring customer satisfaction.

• Agencies

  In a Digital World, Centralize Data, Scale and Adapt

  Marketers are failing to take integrated approaches to their digital marketing effort. Jon Schepke, president and founder of SIM Partners, discusses the need for database systems that provide holistic views of marketing.

• Agencies

  Database Gives Insight Into Email Timing, Engagement and Conversion

  Marketers can boost email conversion rates by coordinating blasts to individual consumers’ demonstrated high-engagement times, thanks to a new tool from Epsilon. And the funny part? The inspiration for this (legitimate) system was a trick used by spammers.

• Agencies

  Wunderman’s Pearson Gives an Agency Angle on Data, Social, Mobile: Q&A

  Social media and mobile devices are changing how marketers are using customer and prospect information. Chief Marketer spoke with Stewart Pearson, chief client officer at Wunderman Global, on how agencies and agency clients are looking to gain and use data-based insights.

• Agencies

  Data and Frequency Capping Can Drive Better Media Buying: Q&A

  Media planners have traditionally relied on measurements such as clicks and unique visitors to guide their online buys, but a combination of shifts in the metrics used, as well as frequency capping within and across ad networks, can significantly boost their programs

• Acquisition

  Marketers Should Let Their Emotions Get The Better of Them

  In brand advertising, going for the gut yields the gold, according to BrainJuicer’s Orlando Wood. Marketers who tap into the emotional appeal of their ads will also realize quantifiable results — both in terms of viral impact and hard sales metrics such as increased sales and reduced price sensitivity.

• Agencies

  Using Data to Create Customer Engagement

  The role of the chief marketing officer is becoming more critical as marketers move to data-focused efforts. Bryan Pearson, president and CEO of LoyaltyOne, offers five data-fueled ways CMOs can influence organizational change.

• Data & Analytics

  Consumer Social Media Data Difficult, Rewarding to Analyze: Q&A

  Social media is a rich data source, if your brand is up to the task of mining it safely and well. Chief Marketer spoke with Ben Salmon, global solutions owner at Pitney Bowes Software, about the challenges and potential rewards of incorporating this data into marketing campaigns.