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.
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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 […]
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 […]
As we get used to being in February already, it’s time to bring our series on awards & trends for different technical areas to a close. This week it’s the turn of the fourth quadrant in Holistic Customer Insight, that is the critical work of Database Marketing. Given this team can often deliver the […]
Three top tips for getting the most out of your Database Marketing team and thoughts on why database marketing is such a key part of a Customer Insight team
Why you should not allow your insight to be locked down by systems that are isolated from Marketing solutions. Simon Daniels shares how to avoid this trap.
After a break in posting due to a holiday, I’m pleased to return and share about Personas. Despite having shared briefly before about Segmentation we have not had a post on this useful topic. Guest bloggers have shared on the continued relevant of segmentation & I shared some thoughts on public segmentations. But no personas. […]
Data and analytics are being called the new marketing battleground. Indeed, many experienced marketers are rushing to brush up on their technical knowledge. So, continuing our focus on applications of data & analytics, I’m delighted to welcome back Peter. Peter Lavers is Director of WCL and Customer Attuned. He is also regularly recognised as one […]
Advice on the use of customer insight right across the marketing lifecycle. An appeal to close the gaps being ignored by marketing automation systems.
In the month when our thoughts turn to love, let’s talk about emotions. Hearing marketing leaders speak at recent events & reading other marketers predictions as to key themes for 2016, I was struck how many referenced emotion. Within my own predictions for 2016, published in Database Marketing magazine, I suggested: “New technology will continue to automate […]
When speaking about the power of converging different technical disciplines to yield customer insights, it’s common for the conversation to focus on converging analytics & research for proposition insights. But what about measuring your marketing effectiveness? Another rich territory for seeing the benefit of multiple technical customer insight (CI) disciplines is the measurement of marketing effectiveness. In […]