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Database marketing to the fore – but only for the minority
Using the customer database to drive communications has been a winning strategy during the recession, but only for 37 per cent of companies. A further 27 per cent say that they have become more reliant on database marketing during the downturn, according to a survey among 500 marketing decision makers carried out by GI Insight.
The responsive consumer is back (but not to 2008 levels)
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.
Leader
Baffled by fractions? Don’t even think about seven digits.
Do young people go down the pub for a swift 50 per cent? Or talk about how Cheryl Cole used to be 25 per cent of Girls Aloud? That is one inference from a test due to be carried out by Racing for Change.
Behind the News
Favourite to succeed at online gaming giant
Combining a passion for sports with a love of data adds up to a dream job at Betfair for Antony Lea. As David Reed discovers, enthusiasm may be essential in a fast-growing business, but so too is keeping a sense of perspective on life
Super-user who helps data and IT co-operate
John Halpin is at the heart of the major change programme within The Co-Operative Financial Services. As it moves into a new future, he explains to David Reed how personal and career history combine to make the job possible.
Opinion
Removing the Edited Electoral Roll is junk
By Mark Roy, one of the founding member of the Suppression Providers Alliance and chairman of the DMA Data Council
Is the next customer revolution happening?
I’ve never forgotten the powerful mantra, “Never sell to a stranger”, emblazoned on the front of a bright red brochure from Ogilvy Direct in the mid-1980’s as I started my career in data marketing.
Features
Who has the best view?
Under new FSA rules, all banks may have to build a single customer view by the end of next year. If other companies decide to follow, there will be a demand for people with experience of such projects. Could marketers be first, asks David Reed
And their numbers shall be legion
Marketers know they should be applying insight and analytics, yet few of them do. So is the problem an obsession with size, or are analysts at fault for the way they present their findings? David Reed finds out.
Keeping your property in the clouds
Creating value for clients through the way they use their data is the essence of the online data service. So what happens if, for some reason or other, the lights go out? David Reed wonders whether clients have read the small print closely enough
Case Study
Fresh, quality data at Iceland Foods
To support the roll out of its loyalty card, Iceland needed to improve data quality in its single customer view. By implementing a new solution, it has been able to improve business and marketing performance and enhance customer service.
