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DM News' Essential Guide to Interactive Marketing Technology: Doubleday Entertainment

Doubleday Entertainment, NEW YORK, NY

Technology used: e-Dialog’s Precision Central online marketing platform with content interface, online reporting tool and the InsightBuilder database query solution

A division of book club giant Bookspan, Doubleday Entertainment runs an extensive e-mail marketing program of 250 to 300 campaigns a month. But there is a lot of complexity. E-Dialog’s tool has helped deal with that complexity for five years.

Results: “We’ve larger subscriber lists now than we had before, and that drives revenue growth,” said Christian Busch, director of online marketing at Doubleday Entertainment. “There’s a lot of gradual improvement. Campaigns are becoming more sophisticated in terms of segmentation, targeting and reactivation.”

Other users: Avis, Budget Rent A Car, American Eagle Outfitters, Reuters and the National Football League

Contact: www.e-dialog.com

In Their Own Words

The goal of DM News’ Essential Guide to Interactive Marketing Technology is to give readers a glimpse of some tools in use today for customer acquisition or retention. And what better way than to let marketers speak up for the technology they are using.

In the next few pages you will find executives from name brands like 1-800-Flowers.com, NASCAR, DSW Shoes, Day-Timers, Forbes.com, JetBlue Airways, uBid.com, MasterCard’s TowerGroup, Hachette Filipacchi and USAToday.com. They discuss software and tools in use for e-mail, search, Web content management, research, promotions, ad delivery, demand generation, data cleansing, mobile and analytics.

It is rare to find such an assemblage discuss the online tools they are using, why and how it helped them. They were kind enough to share the knowledge to benefit the entire industry. We thank them and their service providers for such invaluable access.

Here’s how these companies got into the guide. This publication in the winter invited entries at www.dmnews.com and in our newsletter. Those who responded promising access to name-brand clients made the cut. We hope to widen the list next year and include your company, too.

DM News is not endorsing any technology featured on these pages over others available on the market. Those featured here are a sampling of the best the interactive advertising and marketing industry has to offer. Do enjoy the read.

— Mickey Alam Khan

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