In-house CRM may not be as good as it looks

Your cover story (last week) concludes that many brands decide to keep CRM programmes in-house. But in doing so they could be missing out on the potential rewards of wider industry expertise offered by specialist data suppliers.

Effective CRM is driven by knowledge from data. Quite often, internal solutions are not optimised. For example, we’ve experienced internal systems where back-end databases have to support many business functions beyond marketing, such as finance and HR, leaving the marketers with a solution that lacks the essential characteristic of agility.

Sticking in-house is a bit like only eating one cuisine without knowing that more tasty options exist.

Alan Thorpe
Commercial and operations director
G2 Data Dynamics


Embrace brands on TV

Marketing Week

Your analysis Product Placement on TV (MW last week) appears to be a lamentable reflection of our peculiarly British “can’t do” attitude.

Cash4Gold is right to go direct, but integrated is always best

Marketing Week

Your article on Cash4Gold again sparked the debate about whether direct mail can be used exclusively as a marketing tool (MW last week). Although most brands realise the benefits and increased revenue that come from implementing an integrated campaign, it remains true that some brands with a strong offering and niche market can make huge cut-through with direct mail alone.

Start sampling the sample

Marketing Week

I agree with Charles D’Oyly (MW last week), that UK brands need to realign their marketing strategies after the recession. There is also no doubt that couponing can play a major role in helping to achieve that, but so can product sampling.


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