What does your job involve? Is there a lot of pressure?While we do a lot of proactive planning in advance, when the time comes for campaigns to go live, my job can become a bit pressured. It’s absolutely key that the client expectations are managed, while co-ordinating data across multiple suppliers to get everyone working […]
This raises an interesting possibility – that marketers will pursue data quality for its business benefits and pocket an environmental benefit for free. In perhaps the greatest buy one, get one free ever, if they get PAS 2020 certification, it may also give them some valuable claims for the CSR report. “It will be a […]
THE ISSUE Just as everybody has learned to accept that we are in a recession, so they are learning to use another R-word – retention. Holding on to what you already have is a logical response to a market that offers little opportunity for growth. So it must follow that any company adopting a retention […]
The challenge Johnston Press is one of the largest regional media groups in the UK, publishing titles including Yorkshire Post and The Scotsman. The Group sells over half a million daily newspapers and over 1.5 million weekly paid-for titles. It also enjoys a substantial online audience for its news websites, with around 6.2 million unique […]
Getting the big picture is vital for any marketing director who wants to demonstate the effectiveness of what the department is doing. Boards care little about the detail of each campaign and everything about how many sales it will lead to. Which gives marketing something of a problem, since all of the measures it receives […]
Customer data may offer the largest ROI (“Local data, global master, March), but there is a whole other world of data out there that barely refers to customers. Product and supply chain data is what you’ll find bursting the seams of a manufacturer’s data warehouse, for example – not customer data. There is a need […]
The Amazon “firestorm” that scorched its way across the Internet in April exemplifies the universal need for comprehensive data management for colossal Internet retailers like Amazon, it will only take a few cases of dubious data management before customers will start losing confidence – product information, and the reliability of its source, must be infallible. […]
Iain Lovatt is right (March 2009). Many companies are sitting on top of rich seams of competitive and commercial advantage, but lack of analysis means they don’t even know this data is there to be profitably mined. Applying analysis to unlock the potential of these opportunities is all well and good, but you have to […]
Listening to Don Tapscott at the IDM lunch recently, it struck me that marketers have been flash-mobbed by the new Net generation of consumers. Right under our noses, while we were earnestly going about our 4 Ps, they’ve transformed the communication landscape and are now flaunting it wildly in our bemused faces. It’s a communications […]
Focus on your best customers is something I hear a lot and especially so when times are hard. The mantra moves from acquisition is everything to retention is all. Typically, someone notices that key metrics – net new customers, cost per sale, etc – are deteriorating. While the acquisition process hasn’t changed, the quantity or […]
At the NHS Information Centre, we can provide data on issues at both national and local level. For instance, we can help healthcare professionals isolate and identify particular health issues in their PCT or evaluate the quality of care in their local hospital and how it compares with others. We can assess the extent of […]
“It was a very good year for the cyber criminal”. That is the depressing conclusion given by Guy Bunker, chief scientist at Symantec, on the basis of his company’s Internet Security Threat Report for EMEA 2008. “They had a productive time, creating 60 per cent of all known malware in one year.” This explosion in […]
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The boss of WPP says that while there is increasing scrutiny around the effectiveness of digital, this has not pegged back the growth of Google and Facebook.
Marketers were reportedly upset that their ads appeared next to expletives on Mumsnet, but that’s how real people talk and it pales in comparison to terrorist content as a risk to brands online.
Marketing channels such as direct mail are enjoying higher consumer trust, as digital saturation grows.
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