Top 5 Spending and Investment Insights from Marketers

Top 5 Spending and Investment Insights from Marketers

Confidence in data-driven marketing led marketers to set high Q1 2014 goals.

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.

Making Data Breach Readiness a Priority

Making Data Breach Readiness a Priority

5 ways marketers can prepare for possible data breaches.

Use Data—Big and Small—to Improve Customer Relationships

Use Data—Big and Small—to Improve Customer Relationships

What kind of data do marketers need to enable them to get closer to their customers to drive revenue and profitability for their companies?

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.

Computers Like Data, People Like Answers

Computers Like Data, People Like Answers

Want to get more ROI from your Big Data initiative? Provide useful insights. Thinking small gets us closer to the problem.

When Big Data and Small Data Work Together

When Big Data and Small Data Work Together

In the search for insight, how relevant is the "size" of the data?

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.

An Inconvenient (Marketing) Truth

An Inconvenient (Marketing) Truth

Marketers need to address true addressability at scale to thrive.

2014 Brings Unwelcome Attention to Data-Driven Marketing

2014 Brings Unwelcome Attention to Data-Driven Marketing

How marketers can protect the responsible use of consumer data for marketing purposes

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.

What's Your Marketing Data Management Type?

What's Your Marketing Data Management Type?

Take this quiz to learn whether you're a data management all star or wannabe.

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.

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.

Q&A: Srividya Sridharan, Customer Insights Analyst, Forrester Research

Q&A: Srividya Sridharan, Customer Insights Analyst, Forrester Research

When it comes to segmentation and marketers the news is bad and worse, according to Sri Sridharan, Forrester's chief expert on the subject.

Holistic Measures Move Into the Mainstream

Holistic Measures Move Into the Mainstream

More holistic measures require new technologies, but they also require marketers to get back to basics.

Just Because I Know You Doesn't Mean I Like You

Just Because I Know You Doesn't Mean I Like You

One Tough Question: What marketing measure is overrated or outdated?

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.

Timeless Truth #7: Birds of a Feather Flock Together

Timeless Truth #7: Birds of a Feather Flock Together

Three ways to customer data and engagement to acquire new customers.

Data Leads to Loyalty

Data Leads to Loyalty

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

5 Big Data Insights to Transform B2B Lead Gen

5 Big Data Insights to Transform B2B Lead Gen

Marketers who take a savvy approach to lead nurturing can free up salespeople to spend more time selling.

Big Data and the 1 Percent

Big Data and the 1 Percent

Using the wealth of available cross-channel data to reach wealthy and affluent customers.

The Rise of the Chief Customer Data Officer

The Rise of the Chief Customer Data Officer

Marketers must master customer data to be success today and in the future.

Marketing Challenge: When Targeting Turns to Blasting

Marketing Challenge: When Targeting Turns to Blasting

What happens when you think you've got all your targeting/campaign ducks in a row—only to get no results? Answers due to ginger.conlon@dmnews.com by July 26.

I Have All My Big Data in Hadoop; Now What?

I Have All My Big Data in Hadoop; Now What?

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.

3 Ways to Harness Machine-Generated Data for Marketing

3 Ways to Harness Machine-Generated Data for Marketing

Machine-generated data is transforming the ad tech world. Can your analytics tools keep up?

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.

B2B Marketers Need to Move Beyond Demographics

B2B Marketers Need to Move Beyond Demographics

Leveraging Big Data for better prospecting and improved conversion rates.

13 Insights Into DNT Issues

13 Insights Into DNT Issues

Proposed do-not-track regulations will indeed harm the Adv/DDM industry.

Tuning In to Consumers with Targeted TV Ads

Tuning In to Consumers with Targeted TV Ads

The TV data revolution with audience targeting is happening on the local level.

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.

BIG Data Must Create BIG Experiences

BIG Data Must Create BIG Experiences

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

Three Challenges for the Next Digital Marketing Superhero

Three Challenges for the Next Digital Marketing Superhero

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.

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.

Marketers Remain a Focus for Policymakers

Marketers Remain a Focus for Policymakers

Four areas of concern and interest about data and privacy for marketers right now.

Big Data Doesn't Change Anything (And Changes Everything)

Big Data Doesn't Change Anything (And Changes Everything)

If you're a segmentation purist (and I am), you view segmentation as a strategic tool meant for managing a customer portfolio.

All Customers Are Not Created Equally in Value

All Customers Are Not Created Equally in Value

The potential ways to use Big Data for customer segmentation are only limited by the imagination of the direct marketer.

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.

Making Privacy Public

Making Privacy Public

Three ways around pesky, ineffective compliance rules.

Digital Marketing Attribution

Digital Marketing Attribution

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

Get Closer to Your Customers

Get Closer to Your Customers

Six steps for combining personas with automation to build stronger customer relationships.

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.

The Timeless Truths of Scientific Marketing

The Timeless Truths of Scientific Marketing

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.

Do You Know Me? Should You?

Do You Know Me? Should You?

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?

Thinking Differently About Data

Thinking Differently About Data

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.

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.

An Enduring Revenue Opportunity for Direct Marketers

An Enduring Revenue Opportunity for Direct Marketers

Designing data-driven maintenance service programs that deliver ongoing annuity streams.

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.

Quality Contact Data Equals Quality Leads

Quality Contact Data Equals Quality Leads

One customer data point essential to lead scoring—the phone number—is becoming harder to verify. Three related data points can help.

Big Data presents big opportunities for marketers in 2013

Big Data presents big opportunities for marketers in 2013

Marketing will continue to drive momentum for Big Data analytics and the business gains possible from deep customer insight.

Three small steps to Big Data adoption

Three small steps to Big Data adoption

When it comes to your customers, are you relying on data or do you still rely on intuition when making decisions?

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.

Do you really want to market your competitor?

Do you really want to market your competitor?

Without the right customer data even the best marketing tactics can go awry.

First a data hub—then marketing automation

First a data hub—then marketing automation

Too many marketers try to automate processes before they have a central hub a clean data to support their marketing efforts.

Are you really doing direct marketing?

Are you really doing direct marketing?

Too many marketers overlook the essential ingredient of direct marketing: Testing.

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.

Keeping loyalty during the holiday season

Keeping loyalty during the holiday season

Three tactics for companies to reward (and attract) influencers this holiday season while building brand loyalty and generating sales

Evolve to establish emotional connections

Evolve to establish emotional connections

Loyalty is about transforming from generic earn-and-burn "transactional" models to interactive, personalized, and differentiated "emotional" ones.

Embrace the new omnichannel experience

Embrace the new omnichannel experience

For loyalty marketers and retailers, one ongoing challenge is finding new ways to create, maintain, or increase customers' attachment to their brand.

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.

Should marketers care about service?

Should marketers care about service?

Marketers and customer service leaders need to unite. The customer expects no less.

Welcome to the new, new marketing

Welcome to the new, new marketing

Imation is one company blending art and science, creativity and analytics, to improve marketing performance.

Travel on the customer journey

Travel on the customer journey

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.

Being customer obsessed starts with accurate data

Being customer obsessed starts with accurate data

The term "customer obsession" has become popular as businesses endeavor to create meaningful connections to break through the marketplace clutter.

Marrying data and creative

Marrying data and creative

Data and creative are ultimately complementary. Data alone doesn't drive brand engagement and great creative, if not properly focused, often seems purposeless.

Bridge data for a holistic view

Bridge data for a holistic view

Today's consumers are not just individuals we actively sell to; they are informed buyers.

Structural Equation Modeling -- The Other 'SEM'

Structural Equation Modeling -- The Other 'SEM'

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.

Marketers prolong TV-centric approach

Marketers prolong TV-centric approach

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.

To know me is to target me

To know me is to target me

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.

Twitter-ready insights on marketing follies

Twitter-ready insights on marketing follies

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.

O come, all ye shoppers!

O come, all ye shoppers!

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.

Street-smart NY storage ads tell it straight

Street-smart NY storage ads tell it straight

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 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

Cross-channel cross-selling

Cross-channel cross-selling

Marketers must invest in a cross-channel platform to deliver relevant communications.

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.

Thank goodness for Darla

Thank goodness for Darla

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.

Targeted marketing tools for the rest of us

Targeted marketing tools for the rest of us

Small businesses, with their small ad budgets, tend to be a forgotten entity in the advertising and marketing arena.

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.

In with Tina Brown: CRM maven

In with Tina Brown: CRM maven

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.

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