What kind of data do marketers need to enable them to get closer to their customers to drive revenue and profitability for their companies?
Big Data gives you answers to what variables have potential, but testing gives you the truth.
Want to get more ROI from your Big Data initiative? Provide useful insights. Thinking small gets us closer to the problem.
In the search for insight, how relevant is the "size" of the data?
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.
Marketers need to address true addressability at scale to thrive.
How marketers can protect the responsible use of consumer data for marketing purposes
Marketing often gets a bad rap along with the government when it gets negative press for its surveillance policies and actions.
Take this quiz to learn whether you're a data management all star or wannabe.
Bigger is not always better when it comes to marketing data.
Little Data empowers customers, creating deeper relationships, and building valuable customer loyalty.
70% accuracy might not be good enough for trans-Atlantic flight navigation or accounts receivable, but it's fine for marketing.
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.
Aboutthedata.com could be the beginning of the end of irrelevant marketing messages.
When it comes to segmentation and marketers the news is bad and worse, according to Sri Sridharan, Forrester's chief expert on the subject.
More holistic measures require new technologies, but they also require marketers to get back to basics.
One Tough Question: What marketing measure is overrated or outdated?
There's a huge opportunity for marketers who are advocates for making analytics more approachable, actionable, and accessible.
Three ways to customer data and engagement to acquire new customers.
Direct marketers may be obsessed with customer data, but they're not the only ones.
Marketers who take a savvy approach to lead nurturing can free up salespeople to spend more time selling.
Using the wealth of available cross-channel data to reach wealthy and affluent customers.
Marketers must master customer data to be success today and in the future.
What happens when you think you've got all your targeting/campaign ducks in a row—only to get no results? Answers due to firstname.lastname@example.org by July 26.
Big Data is exciting because it has the potential to deliver insights that can transform your marketing—but determining what to actually do with that data is another matter.
Machine-generated data is transforming the ad tech world. Can your analytics tools keep up?
If marketers are going to bother to extend a special offer to customers, it should be the right offer.
Silo-ization is a silent killer. It destroys the most effective factor in marketing: people.
Leveraging Big Data for better prospecting and improved conversion rates.
Proposed do-not-track regulations will indeed harm the Adv/DDM industry.
The TV data revolution with audience targeting is happening on the local level.
Proving marketing ROI is tough with today's channel proliferation. All marketers win if those succeeding share their strategies.
Hearst, Macy's, JPMorgan Chase, and Starwood share their data-driven engagement secrets.
For consumers, personalization is the true value of providing personal preference data.
All of us have access to more data every day, but how do you understand and uncover insights from that data? That's the sweet spot in the Big Data revolution.
Looking for insight from customer data? Here are four timeless ideas to help you find it.
Four areas of concern and interest about data and privacy for marketers right now.
If you're a segmentation purist (and I am), you view segmentation as a strategic tool meant for managing a customer portfolio.
The potential ways to use Big Data for customer segmentation are only limited by the imagination of the direct marketer.
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.
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).
Companies that use Privacy by Design can better balance targeted marketing outreach with customer expectations.
Topological data analysis can help marketers discover valuable, unexpected insights from Big Data.
Three ways around pesky, ineffective compliance rules.
Two ways to tap into Big Data Disruption to optimize your marketing investments.
Six steps for combining personas with automation to build stronger customer relationships.
Systematic testing and measurement—even at today's Internet speed—is essential to the continuous improvement of marketing results.
Marketing in its optimal state is a science, honed using data to be relevant, targeted, and of course, direct—and that never goes out of style.
The question isn't how well do you know your customers—it's how well should you know them to meet your goals while best serving them?
Big Data is just data. In our experience, however, it does require a new way of thinking because of the possibilities it offers to marketers.
It is understandable for marketers to feel a little underwhelmed by the Big Data revolution.
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.
Designing data-driven maintenance service programs that deliver ongoing annuity streams.
Effective marketing isn't just about analyzing data, but about providing guidance on what data needs to be retrieved and analyzed.
Marketers must be cautious about how they share data with partners.
One customer data point essential to lead scoring—the phone number—is becoming harder to verify. Three related data points can help.
Marketing will continue to drive momentum for Big Data analytics and the business gains possible from deep customer insight.
When it comes to your customers, are you relying on data or do you still rely on intuition when making decisions?
Direct marketers should adopt, in conjunction with Big Data, the concept of Big Measurement.
Without the right customer data even the best marketing tactics can go awry.
Too many marketers try to automate processes before they have a central hub a clean data to support their marketing efforts.
Too many marketers overlook the essential ingredient of direct marketing: Testing.
Encouraging loyal, engaged customers to recommend and refer can help enhance marketing performance and improve sales results.
Being a remarkable marketing leader starts with understanding your customers.
Three tactics for companies to reward (and attract) influencers this holiday season while building brand loyalty and generating sales
Loyalty is about transforming from generic earn-and-burn "transactional" models to interactive, personalized, and differentiated "emotional" ones.
For loyalty marketers and retailers, one ongoing challenge is finding new ways to create, maintain, or increase customers' attachment to their brand.
Marketers face an emerging issue that represents both an opportunity and a potential challenge: how to leverage large data sets, Big Data.
Unstructured "human information" makes up 90% of all known Big Data, and it's growing with incredible variety and velocity.
Marketers and customer service leaders need to unite. The customer expects no less.
Imation is one company blending art and science, creativity and analytics, to improve marketing performance.
As marketers, we need to understand that it's no longer about what journey we want to take customers on; it's about meeting them where they are in their journey and making ourselves adaptable along the way.
The term "customer obsession" has become popular as businesses endeavor to create meaningful connections to break through the marketplace clutter.
Data and creative are ultimately complementary. Data alone doesn't drive brand engagement and great creative, if not properly focused, often seems purposeless.
Today's consumers are not just individuals we actively sell to; they are informed buyers.
While the arsenal of tools available to market researchers has certainly grown over the years, perhaps none has been more insightful than what is referred to as structural equation modeling.
Twice a year, the marketing business pauses in its reinvention to expose its fear of fundamental change and highlight the disconnect that exists between what it says and what it does.
While privacy concerns are understandable, what most people care about at the end of the day is the price-value equation. They're willing to give up personal information about themselves if it helps a marketer target them more effectively and efficiently. If you can use past behaviors and stated preferences to deliver a better experience and waste less time, go for it.
A picture is worth a thousand words, but not every one of my observations is worth a full column. Or so my editors tell me. Most, however, are worth at least 140 characters. With that in mind, and to help ring in 2012, I proudly present my Twitter-ready views, insights, unsolicited tidbits of advice and meaningless random thoughts on the absurdities of modern marketing.
Be my Valentine! Now, let's see what I can buy/purchase/consume to express how I feel. A greeting card, for starters, pre-printed with someone else's sentiments, a frilly box of chocolates complete with a picture chart so you can avoid biting into the one with that weird green cream, or a dozen red long-stems.
Walking the streets of New York City after a recent Sunday brunch, an out-of-town friend delighted in the sight of a woman making her way home in what seemed to be the outfit she had worn out the night before. "That's what I love about New York: the anonymity," my friend said.
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
Marketers must invest in a cross-channel platform to deliver relevant communications.
Look to competitors and companies outside of your industry to develop enhanced customer experiences.
Social CRM is about more than "likes" and followers
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.
Integrated within the CRM system, social media data can now be used to power more effective email campaigns.
Darla is a customer service rep for American Express. But to me, she is more than that: she is the face, or more precisely, the voice that saved the brand's image in the mind of one loyal longtime cardholder.
Small businesses, with their small ad budgets, tend to be a forgotten entity in the advertising and marketing arena.
Instead of treating loyalty programs like old-time banks, we should treat them like playgrounds.
Lead nurturing is about cultivating leads that aren't ready to buy and keeping prospects engaged.
With the advent of social CRM, companies can now track and monitor customer behavior to inform segmentation and customization of marketing messages.
The data available in response databases is generally quite similar in accuracy and completeness to compiled data.
Marketers must figure out how to embrace new channels while maintaining performance in existing ones.
There are four crucial moves that every innovator must make to succeed in this new economic and technological landscape.
Building customer insights into every interaction, and listening to the response, is at the core of smart multichannel marketing.
What makes great editors great is that they are able to connect to both the heart and the head. They know what makes their audience laugh, think, stick around and respond. Great editors also have a head for business.
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.
I have heard many marketers complain about the escalating cost of acquiring customers in our fragmented, distracted media environment.
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.
Company of the week
Marketry can connect you with the right audience, using effective channels and deliver measureable success. Whether your plan includes online media, offline direct marketing or an integrated combination - we can help.
A growing number of marketers are making digital marketing a top-shelf priority.
Think of telemarketing as a long-term activity, built on a solid database marketing approach, and you'll reap its greatest rewards.
Sales attribution is imperative for a company and its growth.