From the category archives:

Marketing Database Management

Cloud Computing Berth Is Widening

In recent years, we haven’t thought of Microsoft for their bleeding-edge technology leadership, but few can argue that when they enter a specific market or technology, their influence and credibility is substantial.  Memos and public statements from Microsoft leadership form a timeline that one can connect to substantial investments and changes in the industry.  In [...]

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Security Compliance for HIPAA – Act like a Covered Entity

As HMOs spend more mindshare focusing their organizations toward consumers rather than the employers, they naturally turn to marketing services firms with consumer backgrounds to help design and measure their efforts to have meaningful member engagement Firms that provide marketing services are delivering disciplines in data management, campaign management and analytics that support the strategic goals of the HMO. However, given the sensitive nature of the data related to health care, they have a rigorous set of standards to adhere to.

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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.

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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).

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

According to Brian Haven, senior analyst at Forrester Research, Engagement involves four components: involvement, interaction, intimacy, and influence, each built from data collected online and offline. “Using engagement, you get a more holistic appreciation of your customers’ actions, recognizing that value comes not just from transactions but also from actions people take to influence others…”

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Database Marketing Assessment : Campaign Management

As we’ve been discussing in these Marketing Assessment posts, our first approach with new clients is to understand their business with a Five-step Maturity framework that ranges from basic to sophisticated – we hope to objectively rate where a client’s database marketing expertise falls on a scale of 1-5 and we provide a score and a roadmap for organizational improvement. Let’s look at some of the questions we ask when it comes to Campaign Management.

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Database Marketing Assessment: Targeting and Analytics

Oftentimes, our first approach with new clients is to understand their business with a Five-step Maturity framework that ranges from basic to sophisticated — we hope to objectively rate where a client’s database marketing expertise falls on a scale of 1–5 and we provide a score and a roadmap for organizational improvement. In these few posts, I’ll review the types of questions we often ask to understand where an organization fits into our framework and where the biggest opportunity for improvement lies.

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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.

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A good place to start: Database Marketing Assessment 101

The idea of using an assessment framework to understand the maturity of an organization’s functional areas is as old as time — and it forms the foundation of most consulting firms’ practice. It’s often a wonderful way to get to know a new client, and a good way for them to get to know how you might approach their business. The outcome is often a fast-start project opportunity where everyone can win with a new relationship quickly.

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Marketing Analytics and Pharma — No Data Left Behind

Pharmaceutical companies are slowly winning the battle to halt the FDA’s efforts to regulate drug promotion on the internet and through social media. The Washington Legal Foundation (WLF) and Pfizer filed a brief with the U.S. District Court in April requesting to limit the FDA’s guidance to prevent the free speech of drug manufacturers on social media sites such as blogs, Facebook and Twitter.

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