Marketing Week
Data Strategy Online February 2010
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360-Degree view without going blind
Data Strategy Online February 2010
It is easy to be convinced that marketing needs to see every piece of data about a customer in its database. As David Reed finds out, the single marketing view should be about what works and delivers value, not what IT thinks is appropriate..
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A bad day for the giants in CRM?
Data Strategy Online February 2010
I got two emails last Friday that suggest all is not well in the world of big CRM solution vendors.
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A winning strategy, even when played second
Data Strategy Online February 2010
If you are reading this, you don’t need convincing of the value that data can have for marketing. Even so, you are in the minority – as a recent survey shows (see below), some three quarters of decision makers have not increased their reliance on database marketing to cope with the downturn.
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Agency partners to deliver new data practice
Data Strategy Online February 2010
A partnership between a marketing services specialist and a data marketing specialist is behind the launch of a new data practice.
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Allianz signs long-term data supply deal
Data Strategy Online February 2010
Allianz, one of the largest general insurers in the UK, has signed a new three-year deal for the supply of data to its business.
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Are we actually built for technology?
Data Strategy Online February 2010
“Phishing is a common way of attacking a large volume of users on the internet and simply makes use of the fundamental need to trust.
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B2B email database grows by 50 per cent
Data Strategy Online February 2010
An online marketing database of business-to-business contacts has grown by nearly half with the addition of new data sources.
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Bouncebacks, bounce-overs and a black hole
Data Strategy Online February 2010
Forget spam. Fake pills, banking scams and trojan horse viruses are a nuisance for ISPs and a minor concern for law enforcement agencies. As far as the consumer goes, it really should be a case of buyer beware. If you expect to get millions of dollars back from sharing your bank account details, you might as well leave your car and house unlocked at night as well.
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Car company to drive e-CRM programme
Data Strategy Online February 2010
A major car brand is to embark on a new electronic customer relationship marketing programme following a contract renewal with its services provider.
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Case Study: Single customer view: keeping it clean
Data Strategy Online February 2010
Many would agree that keeping existing customers happy and loyal is one of the toughest challenges businesses face during the recession. Holding accurate data will do a lot to help this and allows businesses to communicate relevant information that will maintain interest. However, failure to keep up-to-date records will only result in time wasted on poorly targeted outreach.
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Charting a course through global data streams
Data Strategy Online February 2010
When he is not dealing with the complexities of worldwide data integration at Regus, Thomas Brennan likes nothing more than to race ocean-going yachts. David Reed finds out how he came to his current marketing database berth.
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Competition is not good value
Data Strategy Online February 2010
While I do not wish to enter a political debate, I would question the Conservative Party’s plan to offer a £1 million prize in a competition to develop a website that would allow large groups of people to help develop new policies.
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Digital Element launches IP targeting at postcode level
Data Strategy Online February 2010
A UK first is being claimed by Digital Element with the introduction of its IP targeting system, NetAcuity Edge, which allows online advertisers to focus down to postcode level.
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Evidence-based marketing agency launched
Data Strategy Online February 2010
A new creative agency offering evidence-based marketing has been launched by the former heads of Made With Love.
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Five key principles for a new decade of data
Data Strategy Online February 2010
Tried and trusted methods of customer insight are all well and good. But the pace of change in modern consumerism demands that data consultancies constantly review their processes to keep track of what the customer wants and when.
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Forget last year's model - and a pay rise
Data Strategy Online February 2010
Clear desk policies have been a popular management tool in recent years. The psychology of having staff clear their workspace at the end of the day is to make visible the complexities of lean thinking.
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Four-fold leads boost for Vamosa
Data Strategy Online February 2010
Software solutions company Vamosa has generated a 400 per cent increase in sales leads following a tie-up with Eloqua.
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Give David Cameron a nudge
Data Strategy Online February 2010
Advertising works. That’s not the latest pitch from a desperate media owner, it is the inference of a new report, “The Advertising Effect”, from the left-leaning thinktank Compass.
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Holding on, not looking for more?
Data Strategy Online February 2010
Data was the must-have skills set at the start of last year. As the recession deepened, however, even these darlings of the business world faced pay cuts and job losses. David Reed finds out what the prospects are in this sector as the recovery starts.
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How the dots are being connected behind our backs
Data Strategy Online February 2010
Most of my working life to date has been preoccupied with trying to understand why consumers have done what they did, and to attempt to shed light on what they will do next. This has always been difficult because the market research data available has generally been sparse, rather out of date and sometimes horribly inaccurate.
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IBM adds MDM vendor to analytics base
Data Strategy Online February 2010
IBM has acquired Initiate Systems, a privately-held vendor of master data management software, for an undisclosed sum. The 30th acquisition made by the business, it brings on board a supplier of data integrity solutions for healthcare and government organisations.
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ID protection launched as employee benefit
Data Strategy Online February 2010
Offering staff an identity protection programme as part of their employee benefits package is now possible following a launch by P&MM.
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Labour cold calls are marketing
Data Strategy Online February 2010
In a ruling that could have important con-sequences for campaigning in the forthcoming election, the ICO has served an enforcement notice on the Labour Party for breaching PECR on unsolicited telephone calls. Nearly half a million automated messages, using the voice of actress Liz Dawn, were made to numbers on commercial lists in Summer 2009.
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Marketing balance shifting back to acquisition
Data Strategy Online February 2010
Prospecting for new customers is returning to the marketing plan after a year-long focus on retention activity, according to a new survey by KDB. In a survey of 500 marketing decision makers, it found that only 9 per cent were focused solely on retention, compared to 22 per cent at the height of the recession.
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Merger inspired by indicators of new marketing
Data Strategy Online February 2010
Entire and Marketing Databasics have come together as Indicia, putting customer intelligence at the heart of marketing. David Reed finds out from managing director Ian Stockley what the new proposition for the business is all about.
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New website looks to freeze political cold calls
Data Strategy Online February 2010
In the wake of the ICO’s enforcement order against The Labour Party for unsolicited telemarketing, a new website has been created offering registration of protests against the technique.
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Removing the Edited Electoral Roll is junk
Data Strategy Online February 2010
By Mark Roy, one of the founding member of the Suppression Providers Alliance and chairman of the DMA Data Council
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Royal Mail finds a nation of home shoppers
Data Strategy Online February 2010
Two-thirds of consumers consult a catalogue before buying a product or service, underlining the importance of an integrated, multi-channel approach to distance selling.
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Short-termism can build long-term churn
Data Strategy Online February 2010
I think most marketers will have been nodding their heads at the points raised in “ROI is Good. But is ROC Better?” last month. However, the truth is that for many organisations 18 months of recession have given rise to an attitude of short-termism. Pressures to deliver rapid ROI can quickly create a situation where customer acquisition - not retention - is the sole objective of marketing. This risks creating a cycle of customer churn, which cause extensive brand damage, harming longer-term ...
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Tangible adds trigger to Magellan platform
Data Strategy Online February 2010
Tangible Data has developed a marketing automation module for event-driven campaigns for its multi-channel marketing platform Magellan. Rules-basd triggers can be built in for communications, ranging from simple time-based events and policy renewal dates to complex models of behaviour in purchasing and interaction. Triggers can be feed from website interactions and channelled to an email engine for near realtime marketing.
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The Power of More Than One
Data Strategy Online February 2010
How many analysts does it take to change a lightbulb? The answer is that change is marketing’s responsibility - the data team can only tell you if the lightbulb is on or off.
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The responsive consumer is back (but not to 2008 levels)
Data Strategy Online February 2010
Responsiveness to marketing among consumers has risen for the third month running, the first such consecutive period rise since May 2008. According to The Marketing Response Index tracking study carried out as part of The British Marketing Survey, part of DataTalk Research, responsiveness in December 2009 stood at 83.7. The tracker is indexed at 100 for May 2008, before the recession hit spending.
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Time to pull the trigger
Data Strategy Online February 2010
Time may be relative, but when it comes to marketing propositions it is one-dimensional - your offer either hits at the right time or it does not. Consumers tend to be in-market at specific moments, depending on the buying cycle for a product or service - weekly grocery shop, annual insurance renewal and so on.
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Who Said Data is Dull?
Data Strategy Online February 2010
I can’t remember a time when so much was happening in data. Every day it seems there is another organisation talking in terms of data as a key business asset and how they’re committed to a data strategy to drive business profits and growth. No longer do we just need to rely on the Tesco’s Club Card case study to promote the benefits of data.
