Data Strategy Online April 2010

DM Comes Of Age

Ten years ago email exploded onto the market with some hailing it to be the saviour of direct marketing. 

Dataforce sold by Twenty in focus shift

Marketing services group Twenty has sold the contact centre, business process outsourcing and fulfilment company Dataforce Interact for £9.25 million, four years after acquiring it in a reverse takeover. The division has been bought by HOV Global Services, a BPO specialist group.

Cineworld screens film buff data

Cineworld is tracking the influence levels of customers who are sharing its Facebook application in a bid to compare return on investment with other channels. The UK’s second largest multiplex chain is working with Webtrends to track usage of its cinema and film content application and how it is shared across the online network.

Mapping the public’s boundaries

Privacy used to be something you could take for granted once you shut the front door. Then came Google Maps and Google Street View. At first, the objections were just that these images were a perfect planning tool for burglars.

Forget Twitter – it’s TV wot won it

If a week is a long time in politics, a month is a lifetime in political polling. This was brought home to me when checking Tuesday’s email of highlights from the April issue of Data Strategy. Our cover story was about problems with electoral data and included a forecast of the election outcome using a new modelling system.

The mechanics change – the tasks remain the same

The launch of Barclaycard’s new loyalty programme Freedom shows that the mechanics of customer retention may change, but the objectives of marketing do not. When you get down to it, there are only three tasks a marketer is paid to do: win customers, sell them other products in the brand portfolio, and keep them. That’s true irrespective of whether you operate on or offline.

Callcredit core datasets updated

Changes to the UK marketplace have triggered rebuilding of key data products at Callcredit Marketing Solutions. Core, the consumer targeting universe launched in November 2009, has been enhanced with updated Electoral Roll records and a new Social Class model has been built. Property valuations have been adjusted to reflect the shift in average property values in the UK, while household lifestyle variables have been upgraded to reflect mass affluence.

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