TiVo has signed an agreement with marketing research company TRA Inc., allowing TRA to license and market TiVo subscriber data as part of the TRA Media TRAnalytics service. TRAnalytics correlates purchasing data — culled from loyalty card programs — with media exposure to give a single source view of consumer habits.
Media Source Solutions, the Florida-based database company, has launched a new division, MC Cubed. The new division offers marketing services in four channels: SMS, telemarketing, postal and e-mail.
Sprint Nextel is expanding its Business Premier customer loyalty program to include all small and midsize business customers. The program previously applied only to Nextel customers, but a merger between the companies — and the movement of all customers to a single billing platform — now makes it possible for Sprint customers to receive the Business Premier perks.
British Airways is focusing on the customer experience with the June 19 launch of its OpenSkies subsidiary. The carrier, which offers flights from New York to Paris, is seeking to treat each of its flyers to a luxury experience and allow British Airways to take advantage of a US-EU Open Skies treaty that liberalizes the cross-Atlantic flight market.
TrueCredit.com, the online consumer arm of TransUnion, has named Cramer-Krasselt as its AOR for creative and media duties. Cramer-Krasselt, which has also worked with Corona, Porsche and AirTran, will handle PR, marketing strategy and marketing execution for the credit and information management company.
In direct-to-consumer marketing, we track consumer behavior with software cookies, CRM databases, data and other whiz-bang tools. Yet few of us realize the small steps that lead individuals to embrace new products or procedures.
DMNews' Essential Guide to Lists, Database Marketing & Data Services
Matthew Martin, director, analytics at Rapp Collins June 25, 2008
Leveraging all available customer touchpoints to drive relevant brand interaction is the future of marketing. But different layers of process — including data capture, analytic scoring, database design and technical infrastructure — create dependencies which can cause even the most seasoned multi-channel marketers to rethink their chosen occupation.
