From the category archives:

Customer Data Integration

Data Modeling Creative License.. And When to Take It.

Many questions circle the heads of Database Architects during the design phase of any database build; especially those that aim to integrate existing data sources into a database to support a direct marketing practice. A solid discovery process answers many of these questions, and usually concentrates on aspects of the data that are self-evident, either from direct analysis or exposure to some level of documentation.

Read the full article.

Managing customer data privacy in a multichannel world

Admittedly, most companies are not out to cross the line on what information about a consumer could be shared in a way that violates hard-earned trust and destroys a relationship they work so hard to establish. However, as online and offline data capture and analysis boundaries are tested and expanded, there will be more and more attention given to this emerging area. Data-driven agencies and marketers must be vigilant about how they intend to use identifiable consumer data to ensure that their customers have a clear understanding about and confidence in how this information gets used.

Read the full article.

Database Marketing Assessment: Data Management

Data management is clearly not the sexiest part of our work, but nothing else can be accomplished without intelligent data management and data hygiene processes. I can even say now, after the passage of several years, that I am grateful that I was forced to attend a weeklong training program called “Data Hygiene Boot Camp” when SIGMA was part of The Acxiom Corporation (the mental scars have healed).

Read the full article.

Marketing Analytics for the New Marketing Reality. Part 1 of 3

The new reality for marketers is that the old techniques aren’t working. The marketers who will break through and succeed in the New Reality will be those who can bring the traditional measurements together with the monitoring and measurement of customer engagement. In my next post, I’ll further explore the new world of customer engagement and how it affects our ability to measure what counts with consumers.

Read the full article.

Growing revenues with multichannel marketing analytics

Consumer goods companies and retailers know that multichannel customers are more profitable, and often more loyal. Industry research shows that these shoppers spend 30 to 50 percent more than those who buy through a single channel. The challenge for marketers is ensuring top-notch customer experiences and availability of cross channel marketing analytics to help attract, retain and grow these high-value customers.
Consumers are going to interact with your brand in ways that fit their needs based on convenience, preferred communication methods and their comfort in dealing with your product or service. So, how do you regularly turn multichannel marketing challenges into profitable opportunities?

Read the full article.

6 Key Steps to Implementing Multichannel Campaigns

Regardless of your company’s sophistication, there are six key steps that have to occur in order to successfully implement multichannel campaigns. The challenges of multichannel marketing are many, but will have far reaching implications once they’re overcome. Read more to understand the 6 steps to rolling out multichannel marketing campaigns.

Read the full article.

1Q Check-In: Winterberry’s Predictions for 2010

In January of 2010, Bruce Biegel of the Winterberry Group gave his predictions for 2010 to the Direct Marketing Club of New York. I thought it would be interesting to do a first quarter check-in to see if what I’m seeing in the marketplace is representative of his predictions.

Read the full article.

What’s all this talk about Marketing Analytics anyway?

The starting point for all marketing should be benchmarking and then tracking results against those benchmarks. The very best marketing measurement practices we see today are designed around the Marketing Dashboard Concept. Dashboard measurement systems are designed to cascade down an organization – with corporate strategy guiding which metrics are measured at the top level, and subsequent managers providing metrics from their individual areas that are rolled-up into the top level reports.

Read the full article.

Online and Offline Consumer Insights, Analytics and Data-It’s time to get these two together!

Suppose you are a consumer goods company selling hundreds of products directly or through e-commerce sites such as Amazon.com and you want to optimize profitability using customer feedback and reviews. In the past this was a labor intensive process to summarize comments and ratings to get the insights you needed to make decisions.

Read the full article.

The Death of the Customer Database?

For many years, firms have let their own intuition about “business value” guide their investment in, and development of, database systems that record their knowledge of their customers’ experiences. Concerns about the accuracy and data quality within these systems have largely been calmed by layers of data governance and good MDM (Master Data Management) practices – especially when a concerted push toward CRM is in play.

Read the full article.

← Previous Entries

Next Entries →