The ROI of Customer Experience: Who Cares?

The ROI of Customer Experience: Who Cares?

Better experiences equal better ROI.

Data Builds Trust for Nonprofits Through Accountability

Data Builds Trust for Nonprofits Through Accountability

Transparency doesn't just apply to for-profit organizations; fundraisers need to be held accountable, too.

3 Tips to Align Your Analytics Strategy with the Empowered Consumer

3 Tips to Align Your Analytics Strategy with the Empowered Consumer

Deliver data in an engaging, relevant, and actionable way and you'll be agile enough to respond to the needs of today's empowered consumer.

The Importance of Customer Preference

The Importance of Customer Preference

Marketers must take into account that no two customers are the same.

What's The Story With Big Data?

What's The Story With Big Data?

As corporate data literacy increases, data storytellers will morph into data monetizers.

Data That Tells the Customer's Story

Data That Tells the Customer's Story

Interaction tracking is enterprise marketing management's competitive advantage.

Making Data Breach Readiness a Priority

Making Data Breach Readiness a Priority

5 ways marketers can prepare for possible data breaches.

Personalizing Personalization

Personalizing Personalization

Personalization alone isn't enough to attract customers. Here's why.

Marketers Take Note: Big Data Is About to Get Personal

Marketers Take Note: Big Data Is About to Get Personal

Organizations have reams of internal customer data; it's time to use it to personalize their marketing.

Analytics and Testing: Do you Want Answers, or Do you Want the Truth?

Analytics and Testing: Do you Want Answers, or Do you Want the Truth?

Big Data gives you answers to what variables have potential, but testing gives you the truth.

Why DMP-First Marketers Will Win Out

Why DMP-First Marketers Will Win Out

Marketers' biggest data challenge isn't the lack of it, but rather getting all of their siloed data in a single place. Here are three tips to do just that.

Putting Content in Context

Putting Content in Context

Here's what's next in content marketing.

The Next Evolution of Personalization

The Next Evolution of Personalization

Marketers now can better define and deliver truly one-to-one customer experiences.

Government Spying Should Worry Marketers

Government Spying Should Worry Marketers

Marketing often gets a bad rap along with the government when it gets negative press for its surveillance policies and actions.

Think Small to Turn Big Data Insights Into Everyday Value

Think Small to Turn Big Data Insights Into Everyday Value

Bigger is not always better when it comes to marketing data.

Counter Big Data Paranoia With Little Data Optimism

Counter Big Data Paranoia With Little Data Optimism

Little Data empowers customers, creating deeper relationships, and building valuable customer loyalty.

Moving Beyond Social CRM to CRM Intelligence

Moving Beyond Social CRM to CRM Intelligence

While marketers should care about social CRM, that limited view is no longer enough.

3 Reasons to Care About Social CRM—and One Not to

3 Reasons to Care About Social CRM—and One Not to

Alas, if there's no social CRM but we can generate some value from interfacing and connecting CRM to social channels, what shall we call it?

Acxiom's Inaccurate Data and Why It's So Useful

Acxiom's Inaccurate Data and Why It's So Useful

70% accuracy might not be good enough for trans-Atlantic flight navigation or accounts receivable, but it's fine for marketing.

How Analytics Can Improve Marketing Efforts

How Analytics Can Improve Marketing Efforts

Think of marketing analytics as the dashboard on your car. Before you drive, you have to make sure there is enough fuel in the gas tank to keep you going.

Letting Consumers Manage Their Marketing Preferences—Aha!

Letting Consumers Manage Their Marketing Preferences—Aha!

Aboutthedata.com could be the beginning of the end of irrelevant marketing messages.

Why Small Data Is the Next Big Thing for Marketers

Why Small Data Is the Next Big Thing for Marketers

There's a huge opportunity for marketers who are advocates for making analytics more approachable, actionable, and accessible.

Data Leads to Loyalty

Data Leads to Loyalty

Direct marketers may be obsessed with customer data, but they're not the only ones.

Use Customer Data for Smarter Discounting

Use Customer Data for Smarter Discounting

If marketers are going to bother to extend a special offer to customers, it should be the right offer.

Silo-ization vs. The People Side of Marketing

Silo-ization vs. The People Side of Marketing

Silo-ization is a silent killer. It destroys the most effective factor in marketing: people.

Timeless Truth #4: There is Safety in Numbers

Timeless Truth #4: There is Safety in Numbers

Proving marketing ROI is tough with today's channel proliferation. All marketers win if those succeeding share their strategies.

Data-Driven Marketing Is More Important Than Ever

Data-Driven Marketing Is More Important Than Ever

Hearst, Macy's, JPMorgan Chase, and Starwood share their data-driven engagement secrets.

Consumers Want "Reciprocity of Value"

Consumers Want "Reciprocity of Value"

Customers are willing to share personal information in exchange for what they consider communications and offers of equal value.

BIG Data Must Create BIG Experiences

BIG Data Must Create BIG Experiences

For consumers, personalization is the true value of providing personal preference data.

Timeless Truth #3: Seek and You Will Find

Timeless Truth #3: Seek and You Will Find

Looking for insight from customer data? Here are four timeless ideas to help you find it.

Big Data is "Emotional" Data

Big Data is "Emotional" Data

Today an individual is more than just a user or buyer of products and services. Empowered by their personal devices, people engage with brands in multiple roles.

Get Insight That's Actionable

Get Insight That's Actionable

Big Data is like the population in some emerging countries. There is a lot of it (volume). It's incredibly diverse (variety). And it's growing at an extremely rapid rate (velocity).

Making Privacy Table Stakes

Making Privacy Table Stakes

Companies that use Privacy by Design can better balance targeted marketing outreach with customer expectations.

There's TDA in Your Future and You Should Care

There's TDA in Your Future and You Should Care

Topological data analysis can help marketers discover valuable, unexpected insights from Big Data.

Digital Marketing Attribution

Digital Marketing Attribution

Two ways to tap into Big Data Disruption to optimize your marketing investments.

Timeless Marketing Truth #1: Slow and Steady Wins the Race

Timeless Marketing Truth #1: Slow and Steady Wins the Race

Systematic testing and measurement—even at today's Internet speed—is essential to the continuous improvement of marketing results.

Why Big Data Is a New Ball Game

Why Big Data Is a New Ball Game

It is understandable for marketers to feel a little underwhelmed by the Big Data revolution.

Data-Driven Customer Experience

Data-Driven Customer Experience

Leveraging the power of Big Data analytics—through the integration of all data elements—is a new approach and a must for the faster decision making required today.

Is Marketing Really All About Data and Analytics?

Is Marketing Really All About Data and Analytics?

Effective marketing isn't just about analyzing data, but about providing guidance on what data needs to be retrieved and analyzed.

Three Ways to Avoid Data Leakage Nightmares

Three Ways to Avoid Data Leakage Nightmares

Marketers must be cautious about how they share data with partners.

A new view of Big Data for direct marketers

A new view of Big Data for direct marketers

Direct marketers should adopt, in conjunction with Big Data, the concept of Big Measurement.

Driving growth with loyalty segmentation

Driving growth with loyalty segmentation

Encouraging loyal, engaged customers to recommend and refer can help enhance marketing performance and improve sales results.

Remarkability: Do you have it?

Remarkability: Do you have it?

Being a remarkable marketing leader starts with understanding your customers.

Big Data benefits customers

Big Data benefits customers

Marketers face an emerging issue that represents both an opportunity and a potential challenge: how to leverage large data sets, Big Data.

Customer-centric marketing

Customer-centric marketing

Unstructured "human information" makes up 90% of all known Big Data, and it's growing with incredible variety and velocity.

Use data more effectively by placing it in the cloud

Use data more effectively by placing it in the cloud

The way data is consumed today has changed dramatically from the past.

Data management drives ROI

Data management drives ROI

Data opens the door for marketers to connect with customers at a personal, emotion-charged level. But this portal to customer-centric marketing remains locked for many organizations — both client-side and agencies

Looking outside your industry to keep customers inside your organization

Looking outside your industry to keep customers inside your organization

Look to competitors and companies outside of your industry to develop enhanced customer experiences.

Social Media is not Social CRM

Social Media is not Social CRM

Social CRM is about more than "likes" and followers

Digital ascends but print still rules catalog business

Digital ascends but print still rules catalog business

Marketers in the publishing and catalog industries predict digital will serve a greater role in their campaigns over the next three years, but it will not completely replace print.

Eureka! Turning social data into golden customer relationships

Eureka! Turning social data into golden customer relationships

Integrated within the CRM system, social media data can now be used to power more effective email campaigns.

Everyone loves a playground

Everyone loves a playground

Instead of treating loyalty programs like old-time banks, we should treat them like playgrounds.

The who, where, how and why of lead nurturing

The who, where, how and why of lead nurturing

Lead nurturing is about cultivating leads that aren't ready to buy and keeping prospects engaged.

Plug-ins: CRM

Plug-ins: CRM

With the advent of social CRM, companies can now track and monitor customer behavior to inform segmentation and customization of marketing messages.

B-to-b response data compares favorably to compiled data

B-to-b response data compares favorably to compiled data

The data available in response databases is generally quite similar in accuracy and completeness to compiled data.

Assessing an organization's multichannel maturity

Assessing an organization's multichannel maturity

Marketers must figure out how to embrace new channels while maintaining performance in existing ones.

Start-up to upstart: four moves to launching a marketing technology company

There are four crucial moves that every innovator must make to succeed in this new economic and technological landscape.

Tap into your knowledge assets: Five steps to insight-driven marketing

Tap into your knowledge assets: Five steps to insight-driven marketing

Building customer insights into every interaction, and listening to the response, is at the core of smart multichannel marketing.

It's not just about leads anymore

It's not just about leads anymore

In the coming year, b-to-b marketers must shift to account-based marketing — online and offline — moving away from delivering individual leads to delivering qualified accounts.

Don't neglect the R in CRM

Don't neglect the R in CRM

The advent of group discount sites, search engines, auction sites and product review sites have eroded brand loyalty and made it more difficult for marketers to maintain strong customer relationships.

Focus on two-way conversation

Focus on two-way conversation

When you think of direct marketing, do you think of a static print piece addressed to "occupant," a printed direct mail piece personalized with an individual's name, or are you thinking of a customized cross-media campaign where 
individual recipients are sent relevant marketing materials regardless of media channel? Over the last two decades, direct marketing has transformed dramatically, but the main purpose has not changed.

Watson caters to the customer

Watson caters to the customer

I was fortunate to be in the audience during the taping of the historic Jeopardy! match pitting IBM's Watson computing system against the game's all-time champions. As Watson proved its speed and accuracy in 
answering questions across many different categories, it was clear this type of groundbreaking technology will benefit a broad range of industries.

Segment a b-to-b base into 'high' and 'low' value

Segment a b-to-b base into 'high' and 'low' value

As marketers we seem to have an innate temptation to complexity, perhaps driven by the range of analytics tools and processes at our disposal.

Moving from a single view to a customer marketing view

Moving from a single view to a customer marketing view

Brilliant customer insight can only become an asset to your business if analyzed intelligently and used in the right way.

Leverage accurate titles for segmentation and messaging

Leverage accurate titles for segmentation and messaging

The use of b-to-b titles in segmentation and messaging can prove fruitful, if handled correctly.

Integrate Web behavioral data for full customer profile

Integrate Web behavioral data for full customer profile

Companies are looking for ways to apply direct marketing measurement and targeting to Web audiences while creating an integrated customer experience..

Go beyond matchbacks to solve the attribution fallacy

Go beyond matchbacks to solve the attribution fallacy

One of the first things a client usually wants to discuss when building a new marketing database is order attribution and matchback techniques.

Build interactive marketing programs upon solid data

Build interactive marketing programs upon solid data

Database marketing mirrors social media marketing in that everyone talks about it; few do it; and of those participating, very few do it well.

Data can power the central nervous system of marketing

Data can power the central nervous system of marketing

In 2011, data will really be harnessed in a coordinated way to drive marketing results.

Mine data to model and 
predict customer behavior

Mine data to model and 
predict customer behavior

Many companies use their customer databases to predict when, what and how much customers will buy in the future.

Data management begins by setting the proper processes

Data management begins by setting the proper processes

Marketers continually look for innovative ways to improve the overall quality and accuracy of their databases.

When you ditch bad data, costs decline and ROI soars

When you ditch bad data, costs decline and ROI soars

A company's prospect and customer database is critical to every marketer. While the message and the medium are crucial to effective marketing, these tools are meaningless if the intended recipient is not reached.

Be choosy when buying any data to improve conversions

Be choosy when buying any data to improve conversions

Better automation does not always translate into higher marketing response or sales conversion rates.

Make a quality audit the first step in direct mail campaigns

Make a quality audit the first step in direct mail campaigns

Experience demonstrates that the right direct mail mailing list is crucial and may be even more important than what you put in the envelope.

Marry GIS applications with mapping data for competitive advantage

Marry GIS applications with mapping data for competitive advantage

In the most simplest terms, GIS merge cartography, statistical analysis and database technology. The latest iterations wed data analytics with satellite mapping to better locate and identify prospects/customers.

The path to customer engagement begins now

The path to customer engagement begins now

Earlier this decade, we saw the emergence of several new marketing channels that have fundamentally changed the way direct marketing works.

Centralize customer sentiment data for better results

Centralize customer sentiment data for better results

It is doubtful anyone believes they do not need numbers to run their business.

Put aside department differences for better database marketing

Knowing how to leverage the enormous amount of data generated by our modern-day marketing ecosystem is a difficult but necessary task.

From broadcast to narrowcast

From broadcast to narrowcast

It's no longer sufficient to simply focus on product, brand, media or channel. Customers are the center of today's marketing conversations.

Best is yet to come ... if marketers build it

Best is yet to come ... if marketers build it

It is a time of intense transition in the music business. New technologies are changing the definition of content and distribution. A young singer competes in a popular show and wins the audience vote. His victory is just the beginning as he is plugged into a marketing machine.

Use holiday cards to deepen customer relationships

Use holiday cards to deepen customer relationships

Many companies abide by the traditional holiday practice of sending a greeting card to their customers, but how many actually try to accomplish more with their card than simply sending a generic "one size fits all" message?

Analytics' role in today's creative agency

Analytics' role in today's creative agency

According to global intelligence firm IDC, "In 2010, 1.2 zettabytes of digital information will be created." A zettabyte is one trillion gigabytes! More than ever, we are surrounded by data.

Avoid new database vendor problems

Avoid new database vendor problems

After selecting a new marketing database vendor, marketers can become complacent. After all, if the marketer just spent considerable effort putting vendors under a microscope, the last thing they want is to be hands on afterward.

Leverage data to grow customer loyalty

Leverage data to grow customer loyalty

Have you ever received a promotion from a company for a product you've already purchased from them? If so, you're not alone.

Are you giving your customers value?

Are you giving your customers value?

Value. As I perused the final draft pages of this month's issue, it struck me how many of our stories involve the idea of providing value to customers.

CRM segmentation eliminates costly guesswork

CRM segmentation eliminates costly guesswork

Attracting and keeping long-term, loyal customers through targeted marketing campaigns and messages is a primary goal of most businesses.

Good analytics lead to better decisions

Good data provides the underpinning for good decision making. Yet many firms don't invest enough time or money in analytics.

Examine your data before taking loyalty further

Examine your data before taking loyalty further

It will always be important to secure new customers, but businesses also need to leverage relationships with existing customers to promote upsell and cross-sell opportunities.

Honest analytics take trust and commitment

Honest analytics take trust and commitment

According to the old saw, the great thing about direct marketing is it's measurable — and the bad thing about direct marketing is it's measurable.

Using CRM to improve content and boost readership

Like most web users, your partners expect you to know their collective surfing habits well enough to gauge content. By tracking their surfing behavior with either simple analytics or a CMS or CRM system in conjunction with your site's analytics package, you'll gain their trust — and clicks — while also creating the feel of customized content.

Sheer volume of data requires a move beyond relational databases

Relational data has limitations in multichannel marketing, but technology is progressing to fill the gap.

Attitudinal data is important for 21st century marketers

Attitudinal data is important for 21st century marketers

Today's empowered and social-media-savvy consumers make attitudinal data more important than ever. Yet, it's these insights that are most often the missing ingredient in marketing programs.

Forget loyalty, just get my name right

Forget loyalty, just get my name right

So-called privacy experts wring their hands almost daily about the amount of personal information being harvested by corporations for marketing purposes. But if those companies prove to be as inept at interpreting that data as my least-favorite hotel clerk, consumers have little to worry about.

Using CRM and marketing automation to improve sales

A company's CRM and marketing automation solutions are two of the most important technologies in an organization. However, far too often, the information passed to the CRM system is not sufficient, meaning crucial information is lost in translation and sales are lost in the process.

Automate to get a grasp on overflow of Web data

When it comes to information monitoring of your brand online, many marketers might pray for an extra hand. It's common to keep track of company mentions on search engines and social networks, but how many companies have resources in place to monitor every reference to their brand across the Web?

Minimize the impact of customer churn in b-to-b

Minimize the impact of customer churn in b-to-b

One of the big challenges facing business-to-business marketers is churn in the customer file. Churn is the result of the struggle to replace customers who leave with new customers.

Better analytics drive better creative

Many marketers hate math. Really it's not their fault. Most had some dramatic experience in college where an evil math professor confused them so profoundly that they were scared for life.

Simple list segmentation for small businesses

Simple list segmentation for small businesses

List segmentation can feel scary for a small business. There's usually little time to try new things when the old ways seem to "work just fine."

What not to do in a loyalty program

If you're looking for one of the worst examples of customer relationship management, look toward Columbia, SC. In 2008, the University of South Carolina introduced a loyalty program, which allowed students to earn points to be used toward tickets for popular sports such as football and men's basketball games.

Getting to know you: digital body language

Getting to know you: digital body language

Local e-mail service providers and industry experts talk a great deal about the importance of relevance in keeping recipients engaged, or at least keeping e-mails out of trash bins and spam filters. Of course, this is easier said than done.

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