Earlier this month we launched a quick poll, to find out how you were using Database Marketing. Focussing on actual usage in your business, today, the poll asked about outbound & inbound marketing. Two other questions also covered use of database marketing techniques to coordinate multi-channel interactions, as well as marketing effectiveness data capture.
So, it’s happened. For good or ill, the UK electorate has voted for ‘Brexit‘; that is to leave the European Union (EU). There will be plenty of coverage over coming weeks & months. Much will cover political or economic implications & the many options ahead. But the focus of this blog is customer insight. So, what can the Brexit vote reveal for our specialism? Are there lessons to be learned.. Read More
A key challenge for Database Marketing leaders, together with all insight teams, is how to help their businesses become more customer centric. We’ve shared before the pitfall of technologies becoming a distraction, from focussing on customers. So, I’m delighted to welcome a new guest blogger to Customer Insight Leader. When I saw the recent research that Ian Golding has completed, it struck me as very relevant for our readers. He has.. Read More
Within this month’s theme of database marketing, we also want to consider related customer insight developments. These include ways other insight skills can help. For example with problems like getting your multi-channel interactions optimised. As we’ve shared before, Holistic Customer Insight is much more powerful. It benefits from the synergy of using data, analytics, research & database marketing together. Previous posts have focussed on how this approach helps proposition development or.. Read More
When you talk to most database marketers, they will agree with the importance of using a propensity model to target direct marketing. Over the last couple of decades that form of targeting model has become de rigueur. Indeed, many case studies will show what a difference it can make to marketing returns (sometimes even as good as Pareto’s fabled 80% of sales for 20% of marketing spend). Such modelling has also.. Read More
Over coffee with a friend this week, they mentioned the benefit of someone having “helicopter skills”. They meant the ability to understand the technical detail but then zoom out to see it in the context of the big picture (often business context or need). Given our theme this month is Database Marketing, that got me thinking about how such an approach helps leaders of these teams. What does it mean.. Read More
Following the success of our latest ‘applications of analytics’ poll, this month it’s time to gather a database marketing benchmark. How advanced is your use of database marketing techniques? Do you have the basics in place? Are you targeting inbound & outbound contacts? Are you coordinating or optimising across all channels? There are some very impressive technology solutions available today in this space. Vendors can easily bedazzle you with targeting, optimisation &.. Read More