Marketers at Expedia's Egencia, FreshDirect, and MasterCard explain what it takes to adopt today's more customer-centric analytics.
The Wharton Customer Analytics Initiative matches global companies overflowing with untapped customer data to the academic world's top analytics researchers.
Experienced direct mailers and catalogers enter a new year with well-defined strategies and cutoffs for their house file and prospect mailings.
USPS's five-year plan is built on forecasts of 3% volume declines, but this year's huge rate increase has direct mailers and catalogers talking double-digit cuts in mailings.
Jeannette Kocsis, EVP of digital engagement at The Agency Inside Harte-Hanks, shares three email marketing issues she believes marketers should brace for this year.
Privacy is a topic that's on everyone's mind. But some say it has less to do with data management platforms and more to do with certain anxieties in the industry.
Technologies like data management platforms provide new avenues for marketers to take control of their data. But it's not all plug-and-play.
Reaching the right prospects at the right time is integral to marketing and sales performance. Here's how to shorten the distance between a dream account and a signed account.
Friendly Chevrolet in Fridley, MN combines the one-to-one personalization of retail together with the detailed customer intelligence provided by behavior targeting.
The IAB's Sherrill Main talks attribution models, word of mouth, and the questions marketers need to be asking themselves.
One of the challenges that a financial services institution faces with its content marketing is that topics are often arcane and dry.
To strategically get the attention of potential customers and coax them down the sales funnel, Carlisle Wide Plank Floors teamed up with digital marketing firm Overdrive Interactive.
Direct Marketing News met recently with Jay Wright in hopes of learning all that Qualcomm has in store for mobile marketers.
Location-based mobile campaigns have evolved beyond handheld regional media buys and can now deliver personalized appeals to areas the size of a parking lot.
The New England Patriots is committed to aggressive and innovative data analytics to bolster the connection between the Patriots and its fans.
B2C companies aren't the only ones using social marketing to build customer engagement. B2B firms are using it as a part of the sales funnel.
Optimizing emails for viewing on cell phones may sound a little scary. But fear not, marketers, the problem may not be as daunting as imagined.
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.