Most Recent Articles by David Williams, Merkle Inc.,
Database marketing (DBM) is quickly evolving in relevance from a direct marketing tactic to an enterprise-level business process and strategy that delivers improved marketing ROI. Only a few years ago, most organizations did not have a global leader of DBM and most database marketers did not even have direct access to the CMO. Now, CMOs and key executives are recognizing the true value of DBM across the organization. (This article appears in the 2008 edition of the Essential Guide to Lists, Database Marketing and Data Services.)
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.