Topic

Database marketing

  • Tackling Multichannel Attribution

    The ability to study the effects of the various touch points on buying behavior is becoming critical, since failure to track sales and leads can result in flawed marketing decisions and poor outcomes. Epsilon’s John Young offers some thoughts on setting up multichannel attribution systems that work.

  • Agencies

    Pet Relocation Firm Shares Database of Tales (And Tails) Through Social Media, Email

    Not all data points are easily quantifiable. Take PetRelocation.com, which pulls from its store of successful pet relocation stories based on pet type, destination and origin point when offering quotes for its services. Does cute and cuddly work as a hard-edged sales tactic? Absolutely!

  • Agencies

    When Data Gets Too Big

    “Big data” is the new hot topic, the latest hook to sell marketing books and webinars, and I can’t wait for it to go away. Not because there’s not a large kernel of truth buried in it: Marketers can make very profitable use of the amounts of data they may already hold on their customers, parsing it or combining it legitimately to segment new demographics or uncover buried customer profiles.

  • Agencies

    Loyalty Program Helps Double Cola Compete in the Beverage Wars

    A loyalty program where soda drinkers can earn points and prizes in return for entering in codes from product packages is helping Double Cola compete with the big gulps in the soda aisle.

  • Agencies

    Marketers Say Poorly Focused Content Impedes Lead Generation

    That marketing departments and sales staffs have their differences shouldn’t come as a surprise. But when salespeople are actively rejecting the collateral marketing departments offer, it should not only come as a surprise, but a warning sign.

  • Agencies

    How to Avoid Big Data Analysis Paralysis

    The great amount of prospect data floating around can get in the way of gaining useful information. TargusInfo’s Paul McConville offers tips on limiting the scope of data gathering to its most effective elements.

  • Agencies

    Mobile Looms Large as Facebook Fights Branding Medium Label

    There’s a lot more news in Facebook-land than just its recently announced financial performance. Nestled within the company’s very first earning report and related management call are a number of gems regarding how marketers can best make use of changes the social network is planning. Want a hint? Think mobile, and think it a lot.

  • Creativity Is a Premium for Supremia

    Supremia scores among the Top 10 agencies specializing in promotional products in Chief Marketer’s 2012 Promo 100 ranking.

  • Agencies

    Marketers’ Use of Channel Attribution Impeded by Tech Limitations, Resistance

    The increasing number of marketing channels, combined with prospects’ enhanced ability to research their purchases, has created a significant budgeting problem.

  • Agencies

    Marketing Data on IT Prospects Varies: Study

    Buyers of high-tech offerings within organizations are a highly sought market, and a new study from Bernice Grossman and Ruth Stevens offers insight into the various sources of prospecting data available on them.

    “An [information technology] buyer is a big buyer,” says Grossman, president of marketing database consultancy DMRS Group. “They buy a lot, and multiples of the same. And those are becoming such important titles as we move into a digital world that those titles are becoming databases in and of themselves.”