25/12 trumps 24/7. Or to put it another way, seasonality is a bigger influence on your business performance than ensuring your e-commerce site is available around the clock. And right now is when marketers need to start planning for the season that can account for between 40 and 80 per cent of sales in some sectors.
An avalanche of health data is about to hit the NHS if the Government’s reforms are followed through. In place of productivity-focused measurement of how many patients and procedures hospitals and surgeons carry out, the emphasis will be on how successful those treatments were. Customer satisfaction will become a key part of how patients and their GPs assess where to go.
In the final profile of Data Summit speakers, Orange’s Peter Crayfourd explains how business transformation needs to include understanding customer mood at an operational level. As David Reed discovers, that is a complicated task.
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.
A recent Data Strategy seminar, in association with RAPP, asked three experts to explain how to integrate data and touchpoints with the single customer view and deliver a coherent brand experience.
New solutions aimed at automating classic database bureau operations are pushing out the boundaries of what marketers can do from their desktop, following launches by meta-morphix and Callcredit Information Group.
There is a marketing channel which has consistently shown it can deliver a positive return on investment. It can be targeted down to individual level and is highly accountable. Yet two out of three major companies are not using it.
Consumer pushback against behavioural targeting has at least proven one thing to marketers – that they can not take the data streams generated across the web for granted.
As milestones go, this is not one that many in the data industry will want to celebrate – the 1,000th data breach being notified to the Information Commissioner’s Office.
Just how accurate are your predictive marketing models? When it comes to deciding where to deploy hard-won budgets, it is increasingly – and encouragingly – the case that some form of forecasting gets done first. That often means running “what-if” scenarios through the customer insight and analytics team.
The Email Marketing Council of the Direct Marketing Assoication is warning that the rising volume of spam is putting deliverability of legitimate marketing emails at risk unless practitioners adopt best practice.
Rumours had been swirling around the data industry all year that something big was afoot. Experian was said to have its marketing services division on the market and, in what would have been a curious reversion of history, one of its former directors would be buying it.
Having been warned about taking care in how it targets election material, Labour is facing a media storm over leaflets focusing on cancer care.
With data being viewed as a strategic asset, data governance programmes are essential to make sure it is protected, managed and used in a compliant way, discovers David Reed
How much would it take to change your purchasing habits, especially for products you give relatively little thought to? Sales promotion has always focused on nudging consumers towards a new brand or line extension. In return for a gift or experience, they are expected to trial and adopt it.