From the category archives:

Database

Distributed Marketing: An idea whose time has come for Technology Marketers

Distributed Marketing is a concept for delivering automated marketing services to small- and mid-sized businesses, resellers or other sales/service channels through a larger marketer who would act as a centralized enabler of data, analytics and technology.

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The Secret Sauce for Successful Marketing Campaigns

As the practice of marketing analytics is making a name for itself, and businesses are starting to catch on that they’ve been capturing all this great customer information. These same businesses are now starting to realize they should consider using it! If you are using predictive analytics to target your marketing campaigns, you should be seeing improvement in response rate from versus older campaigns where no predictive analytics were available. It is still common practice to send email campaigns or direct mail pieces to every contact in your list, hoping that mass distribution will lead to higher volume of responses.

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5 Ideas and More to Improve B2B Marketing Strategy

In the complex and competitive B2B marketplace, numerous strategies need to be deployed and coordinated to exceed revenue growth objectives. B2B Marketing Analytics should be considered as a foundation strategy to sales enablement and on-going opportunity qualification and sales funnel development.

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How Banks Use Data Mining to Answer the Big Marketing Questions.

Data mining can help solve business problems in banking and other financial services companies by finding patterns and correlations in business information that might not be obvious to marketing managers because the volume of data is simply too large.

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Sophisticated Data Modeling and Analytics Lead to Better Marketing Metrics

Marketing professionals need to track and analyze the effectiveness of their marketing programs. Best practices align marketing activities, strategies, and metrics with business objectives. Creating a framework to track and measure marketing performance is critical in today’s marketplace. Marketing metrics focuses on measuring, managing, and analyzing performance to maximize effectiveness and optimize marketing ROI. Three elements play a critical role in managing marketing performance; data, analytics, and metrics.

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The Transition of “Digital Days” to “Multichannel Days.”

Earlier this month, I attended the Digital Days conference sponsored by the DMA in New York City. The conference highlighted how critical it is for companies to look at their direct, digital and targeted marketing in a multichannel context. The issue is: Is it really only about Digital these days?

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Virtual Database Analytics

Virtualization offers high performance through technology advancements and resources on-demand. Through high availability, clustering, and redundancy, environments reduce downtime. Database analytics and database marketing are tied to databases that, most of the time, “sleep.” Database marketers should thoroughly investigate how virtualization can increase capability and impact the bottom line for their solutions.

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Lean Marketing Analytics

Lean allows organizations to understand their business processes and streamline toward customer value. Productivity will increase, costs will decrease, work backlogs will decrease, and customer value will rise. If your organization is facing difficult times due to a challenging economy, Lean may be a perfect way to gain productivity.

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Let Them Eat… From the Distributed Marketing… Cake!

Distributed marketing is a powerful concept and capability allowing the corporate marketing organization to develop campaigns in support of enterprise business goals, maintain the brand’s images and messaging while enabling a local flavor to the organization’s marketing execution. When I think of Distributed Marketing, a couple things come to mind.

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Why ROI Measurement Is So Elusive

Definitions for Marketing ROI abound, but the pressures to achieve it have increased to fever pitch across all channels and marketing specialties. Why? One reason may be that with all the new marketing technology tools―with their claims of incredible measurement capabilities blasted to your in-box daily―the real complexity of getting to ROI has become washed over. Expectations have been raised. You need to figure it out.

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