Modeling business-to-business data can be tricky business. There are considerations consumer marketers don't have to worry about, such as how a given industry indicates propensity to purchase, or the impact of multiple decision makers within an organization. Chief Marketer spoke with Matt Fulk, senior manager of database marketing at SAS, about the challenges of creating…
Apparently two things are inevitable when you cover new marketing technology as much as I do. First, you become attuned to the point at which technical explanations no longer make sense, and you have to look for help in dumbing it down to their ...
Coupon platform Valpak has branched way out from the iconic blue envelope as a delivery channel, launching a Valpak.com Web site, rolling out its own branded mobile apps
Navel gazing doesn’t come intuitively to business-to-business firms, but perhaps it should: A good, hard, introspective look at itself – augmented by voice of customers and prospects research – was key in Hoover’s Inc.’s refining its marketing message. This was not a feel-good exercise. “With everything going into social media, the world is becoming more…
Some big names in both retail and consumer goods are partnering with wireless carrier AT&T to test the impact of text messages that send themselves automatically when customers
What is required for a company to do effective data analysis? Many would respond, “People with advanced degrees in statistics.” This is most assuredly a worthwhile characteristic. However, I would also add, “The ability to ask the right question!”
Many best practices across B-to-C and B-to-B paid search campaigns are similar. However, B-to-B marketers face some unique challenges
Age is an essential data point when targeting consumers. But advertisers who have pre-fixed ideas about what a baby boomer looks like may be in for a rude awakening as younger-thinking citizens age into this cohort. Take the oldest boomers, those born between 1946 and 1954. They're a lot more active—and a lot more computer-savvy—than…
Location-based mobile ads are not only bringing people into retail stores, but they’re driving mobile commerce. That's one finding from a new quarterly report from location-based mobile media channel JiWire
For marketers, using data to determine which marketing communications contributed to generating a purchase helps guide media decisions. But capturing and incorporating these influences is difficult for marketers of all stripes—those focusing on consumers as well as industrial targets. And within the business-to-business arena, there are additional complexities. It is easy—and therefore tempting—to attribute a…
