From the category archives:

Marketing Database Management

5 Points Senior Level Marketers Need to Consider for 2012.

I recently came across a November post by Tom Shapiro on Marketing Profs which did a great job highlighting the current issues CMOs and all senior level marketers need to be thinking about as we head into 2012. While I am in agreement with most of Tom’s points, I have added a number of points in this post to extend the future view to go beyond digital to consider the full spectrum of multichannel marketing.

Marketing has been changing and evolving for many years. To keep up, chief marketing officers (CMOs) need to consistently look into a crystal ball to keep their companies in the spotlight—and ahead of the competition.

Here are five major changes taking shape in 2012:

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11 Ways That Cloud Computing Will Help Marketers.

When I was given a recent Harvard Business Review article entitled “What Every CEO Needs to Know About the Cloud,” I was expecting to hear some of the same hoopla that’s been going around for a year or so about cloud computing. What I wasn’t expecting was to be gripped by the enormity of the change. After reading and research, I’ve listed 11 ways that cloud computing will affect marketing; I’m sure I’ve missed some, so let me know what you think.

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9 Key Marketing Metrics Every Company Should Measure (PPT)

Organizations should begin to standardize marketing measurements across their sales channels, business units, and media. With standardized measurement, you can get closer to the more complex process of tracking Corporate Brand Equity, Market Share, Marketing ROI and Product & Customer Profitability. In this deck we share the 9 key marketing metrics every company should measure and how you might think about them.

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4 (Plus) Steps in a Complete Database Marketing Assessment

As the remainder of 2011 winds down, we have been pulling together some popular reading on a variety of topics. Marketing assessments continue to be an area of interest, and in particular, database marketing assessments. Start with the basics and then take a look at data management, targeting and analytics, campaign management, messaging and even the technology behind them.

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When Asking for Data, Know When to Say When.

Folks here at SIGMA are always up to their necks in data from our various clients. We love it, love it, love it. In fact, there’s a special office here where our marketing analytics team can, individually or as a team building exercise, toss data on the floor and physically roll around in it.

Our clients love data too. Uniformly, they’re just giddy about the stuff. But to be clear, we don’t share the data that we’ve rolled around in with our clients because that’s unseemly and goes against all data hygiene best practices.

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Database Marketing Grows Up. Interactive Marketing Gets a Seat at the Table

For many database marketers and those that have spent over 10-15 years in the CRM-related, direct marketing and digital marketing fields, it was often the norm to refer to our “interactive” area of the business as “below-the-line,” “new media” or even part of “IT,” since we often lacked the big budgets and “glamour” of the mainstream media channels.

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Q2 Fifth Gear Analytics Review – Top 10 Articles.

A review of 2nd quarter blog posts from Fifth Gear Analytics. The list includes the 10 most read blog posts during May, June, July of 2011. These article cover everything from customer intelligence, to b2b social media, multichannel marketing campaigns and financial services marketing. Stay tuned for more great content from Fifth Gear and the folks at SIGMA.

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Strengthening the Bond With Your Affinity Partners. 5 Value-Add Services.

There are a number of ways to strengthen bonds with your affinity partners. Excellent service and strong partner financial gains through your services are certainly important in sustaining a long-term relationship. However, in the increasingly competitive affinity partner marketing world, this is not sufficient. You should be exploring value-add services that you or your marketing services provider could provide.

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IT and Marketing: Relevant IT Is Helping Marketing Teams with Information Management. (Part 5 of 6)

At the end of the day, marketing is heavily impacted by, and depends on, data. Not just any data, but quality data. As new data sources continue to explode onto the marketing landscape, quality data becomes more of an issue. Marketers look to IT for a variety of data cleansing and analytic needs, and this need will not change anytime soon.

As we continue to think about the April 2011 cover story in Information Week, “IT Meets Marketing… Will Business Technology Teams Answer the Call?” we look at the issues surrounding data availability and quality, and how IT plays a vital role in marketing strategy.

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