Data Strategy Online February

The data guru who uses simplicity to get results

ANDREW

Using data to create offers that will appeal to shoppers in a split second has boosted Sainsbury’s growth and justified its decision to poach Andrew Mann, its director of insight and loyalty, from Tesco.

Austerity heralds a revival of the door-drop leaflet

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Far from being archaic, unaddressed leafleting’s high response rates, strong stand-out factor and low costs have seen the channel gain a surge in interest. Unaddressed mail is viewed by many in the marketing world as an archaic communication tool that lags behind the creativity and effectiveness of other, more modern channels, especially digital ones. Consumer […]

Working with data reveals its value

David Reed

Interest is reviving in the concept of the database as an asset that can be valued on the balance sheet. With the potential return of heat to the equities market, investors are looking for new places to put their money. Companies that can demonstrate a strong data-driven culture that generates profitable customer relationships could mark themselves out as a target.

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