Database marketing

• Data & Analytics

  Using Program Optimization to Make the Most of Big Data

  Arthur Sweetster, chief marketing officer at 89 Degrees, offers insight into capturing and using Big Data — the ever-increasing volume of customer and prospect information available to marketers.

• Agencies

  Red Rose Stirs Sharing with Ecard Valentine Promotion

  Red Rose Tea is stirring brand fans’ memories of shared times with friends in an ecard Valentine campaign.

• 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.

• 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.

• Agencies

  Chief Marketer Listline February 13

  New lists featured this week include ReachBase Meeting Planners Masterfile and TheStreet.com Postal Membership File.

• Agencies

  Facebook IPO Will Draw Attention To Social Media Data Practices

  Facebook’s impending initial public offering may cause additional scrutiny on all marketers’ data-gathering and data-mining practices. Dennis Dayman, Eloqua’s chief privacy and security officer outlines some concerns for direct marketers.

• Agencies

  Netflix Metrics: Subscriber Levels Rebound And Profits Rise After PR Misstep

  By the end of the fourth quarter, Netflix had added 610,000 customers to its U.S. subscriber base. The catch is that nearly all of those subscriptions are, at least initially, added within its “free subscriber” promotional category

• Agencies

  Chief Marketer Listline February 6

  Chief Marketer and NextMark offer a selection of files new to market, including Catholic Advocate Educational Fund and RetirementJobs.com RideAlong.

• Agencies

  Deciding Between Compiled and Response Lists

  It’s an age old question for marketers: When is it appropriate to use compiled data or response data?

• Email

  Multiple Email Addresses for Customers Can Hurt Response

  As marketing databases mature, they inevitably accumulate more data, perform more slowly, and