CRM is often viewed as an organisation-wide way of automating customer contact, leaving marketing as little more than the originator of creative and offers. As David Reed finds out, the operational reality is more limited.
We have witnessed the most radical market-led upheaval ever seen – the mind-blowing explosion of online and interactive channels; the commercial dawn of social media.
A new geo-demographic segmentation system launched by Scientia Data is adding active buying to the dimensions on which marketers can select their prospects.
Building trust with consumers is central to gaining permission to share data, but can also be won by promising not to do so, according to nearly 80 per cent of UK adults.
Local newspaper and website publisher Johnston Press has renewed its outsourced marketing database arrangement, first established in 2007. Alchemetrics will continue to provide marketing services solutions until 2014.
Make a note – Thursday, 24th June 2010 could turn out to have been the day the data industry changed for ever. Not one, but two highly significant publications issued from within the European Commission that will have far-reaching implications for everybody involved in data management and online marketing.
BT is unveiling a £30m aggressive marketing push to promote its recent deal with BSkyB to offer Sky Sports 1 and Sky Sports 2 on its BT Vision platform.
The gap between consumers’ perceptions of a brand’s image and the actual experience, as measured by The Promise Index, raises some tricky questions for marketers.
Fundamentally, Santander’s business is built around understanding customers. The first thing it does when it comes into a market is to get to understand the customer base better than the business it’s buying. This idea of having your business built on your customers is a thing that applies to all the markets it operates in. Keith Moor, director of brand and communications at Santander tells us more.
With brands increasingly crossing international borders via the internet, marketers may need to fine-tune their strategies to ensure their brands are making the most of the global market.
Breaking the rules sometimes pays off, while playing by them does not. Just ask the French and Irish football teams. (Ignore the implosion of the French at the World Cup, unless you believe in instant karma.) And Frank Lampard may have something to say on the value of rules that are not enforced.
Independent UK train ticket retailer Thetrainline.com is enhacing its customer insight capability to gain a deeper understanding of customers. Using SmartFocus Intelligent Marketing, is will be analysing customer data in order to maximise customer value through better retention and revenue.
Businesses, charities and public bodies need to be straight with consumers about why their personal information is being collected, how it will be used and who else may end up seeing it. In a speech to the 23rd Annual Privacy Laws and Business conference yesterday, Information Commissioner Christopher Graham warned that organisations who are not transparent risk both losing customer trust and enforcement action.
Experian Cheetahmail has partnered with Alterian to launch a web-based digital analytics tool. The solution is intended to enable measurement of customer engagement across email, mobile and social media.
Arguably an organisations’ most vital asset is its databases, often containing sensitive financial information, customer and employee data and intellectual property.