Database Marketing Archive
Finding The True Value of Extended Service Programs, Part 2: Customer Continuity
Posted by: Nathan Baldwin on Tuesday, September 27th, 2011
Extended service plans often are though of as centers for producing short-term profits. Yet, when designed properly, they can also help foster customer continuity that translates in lasting relationships.
Finding The True Value of Extended Service Programs, Part 1: Modernization
Posted by: Nathan Baldwin on Monday, September 12th, 2011
Extended service programs are often designed and run for maximum operational efficiency. As a result, good marketing often falls by the wayside. With modest investments, companies can modernize their ESP programs and realize significant gains in revenue and profits.
Marketing Agility, Part I: Data
Posted by: David King on Tuesday, September 6th, 2011
In a competitive environment, marketing needs to be more agile, in order to respond to competitive threats and new opportunities. In order to support this, our customer data also needs to be more agile, while still preserving the quality and integrity of the information.
Dynamic Content and Analytics
Posted by: David King on Monday, August 22nd, 2011
Analytics can (and should) be used to match content to customer needs and propensity. This provides a ready mechanism to increase the relevance of marketing and therefore boost response rates and sales.
Finding The Frictionless Sale With QR Codes & PURLs
Posted by: Nathan Baldwin on Monday, August 15th, 2011
Any time we ask a customer to do something to complete a sale introduces friction that slows or stops the conversion process. Combining QR codes with PURLs is an effective way to eliminate some of this friction and boost conversion.
The Middle Way: Marketing Governance
Posted by: Nathan Baldwin on Monday, August 1st, 2011
In marketing, there seems to be a pendulum that perpetually swings between centralized marketing decisions and between decentralization. Marketing governance is one way to find a middle ground between these two poles.
Big-Data Analysis Update – Hadoop Grows Up
Posted by: David King on Tuesday, July 26th, 2011
A few months ago, I wrote a post about open-source, non-relational data platforms that were beginning to become important for marketing analysis. In particular, I singled out Hadoop as an application that we had begun to work with, as many of the data sets we deal are large. I made the following prognostication: My view [...]
The Intelligence In Product Data
Posted by: Nathan Baldwin on Thursday, June 16th, 2011
Being customer-centric is the cornerstone of modern marketing practice, but focusing solely on customer information and insights can limit our audience under certain circumstances. Paying attention to product data can be just as important.
Think CAN-SPAM Is Just for Email?
Posted by: David King on Monday, June 6th, 2011
Many marketers believe the CAN-SPAM Act regulates only email messages. But a broader reading, reflected in recent court opinions, suggests that it may apply to many other channels, including popular social media sites.
Rethinking Householding
Posted by: David King on Wednesday, May 25th, 2011
Householding consumers has become a staple of database marketing. Yet, fundamental changes in demographics and behavior, coupled with the falling costs of direct marketing, provide reasons to rethinking the practice.
New Study on Consumer Sentiment About Extended Service Plans
Posted by: David King on Wednesday, March 23rd, 2011
How do consumers perceive the value of extended service plans and how do these plans shape perceptions of product quality. A recent study by Fulcrum sheds light on these and other questions.
Why Are Incremental Response Models Difficult to Develop?
Posted by: Hongjie Wang on Tuesday, March 15th, 2011
Incremental models are a powerful tool for selecting customers for promotion in a way that maximizes the value generated, but they are not easy to build. This article explores some of the challenges and ways around them.
The Customer Information Hub
Posted by: David King on Tuesday, January 4th, 2011
Are "customer information hubs" something new, or just a new buzzword for an old concept. We think the term does signify a shift that is occurring in the way we manage customer information and how we use it across the enterprise.
Taking The Long-Term View
Posted by: David King on Monday, November 29th, 2010
What major country will see some of the fastest population growth between now and 2050? China? India? The United States?