Database marketing Archives - Page 27 of 40

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

DM Employers Seek Analytic Skills, Cross-Discipline Knowledge

Marketing departments are hiring, at least as of mid-summer. Most-desired candidates include those who bring analytic skills to a variety of marketing functions, followed by those who understand the integrated nature of marketing.

Develop a Multichannel Contact Strategy

Most marketers realize that customers have kicked us out of the driver’s seat as we cruise along the multichannel highway. Marketers that don’t recognize this shift in power are facing a very bumpy ride as dissatisfied customers take it out on the last place that didn’t deliver as promised, whether it’s a website, email, direct mail, or call center.

Making multichannel marketing work means having a contact and messaging strategy for key member segments and every one of the key touchpoints they are likely to use.

Agencies

Four Ways Cloud Marketing Can Save Today’s Marketer

When Samuel Coleridge wrote “water, water, everywhere, but not a drop to drink” about the ancient mariner’s thirst on the open sea, he also captured the irony many marketers today face about their marketing intelligence.

Marketers are also surrounded by an ocean—one of data pouring in from all directions, both disparate channels and enterprise-wide. And while the mariner was surrounded by salt water unfit to drink, marketers are frustrated that much of the information surrounding them is unavailable for marketing purposes. But where the old sailor could only pray for wind or rain, marketers can look to The Cloud.

Agencies

Transform Your Customer Database Into a Goldmine

From the classical Greco-Roman world through the later parts of the medieval periods, there have always been humans who practiced alchemy, the quest to turn ordinary base metals into gold. As it became clear that such a process was for all intents and purposes impossible, the practice faded from the scene. However, the perception that something of limited value can be repurposed in such a way that it can exponentially increase its value remains alive and well. In this instance, call it alchemy in the form of the customer database.

What You Need From a Database Today

In 2011, marketers have many new channels in which to sell their wares, engage consumers and convey their brand messages. And with these new channels come a plethora of new platforms and data sources.

Agencies

Why Marketing, Not IT Should Control the Marketing Database, (Part 2)

In Part 1 of this article https://chiefmarketer.com/direct/non-print/data-listtalk-0415bnv9/index.html I made the point that IT departments almost always think they can—and should—be responsible for the marketing database.

Agencies

Points And Rewards, Not Discounts, Central to Club Yogi Rewards

Whether Club Yogi Rewards, a two-year-old loyalty program which rewards campsite visitors, is smarter than the average bear remains unproven. But it’s definitely smarter than the average discount program, especially Club Yogi, the one it replaced in April 2009.

Data & Analytics

B-to-B Data, Automation Benefits Available For Marketers Willing To Do Legwork

Bernice Grossman has a message for business-to-business marketers starting to explore the mobile and social media channels: Slow down, and review some fundamental data opportunities which are largely being overlooked.

Agencies

CRM Special Report: Social and Mobile Move Loyalty Beyond Points

There is a temptation to talk about mobile and social in the same breath. The channels came to prominence more or less concurrently. And there is considerable interplay, with consumers using their mobile devices to access social networks.

But that said, there is at least one significant difference when it comes to loyalty marketing.