Data Strategy Online May 2009

Mailing the dead kills your brand

Nearly nine out of ten consumers would stop trading with organisations that mail the deceased. In a national survey carried out by Mortascreen, 87 per cent of consumers would stop buying from a company that had mailed a deceased relative. Yet three-quarters had got mail for somebody who had died within the last six months. […]

Acquity adds values to prospect pool

Customer insight agency Acquity has overlaid results of an attitudinal survey to Continuum, its database of every individual in the UK. Values identifies the emotional drivers behind response, allowing advertisers to develop communications and messages that resonate with consumers. “The creative is the only thing that the customer ever sees or responds to and the […]

Bank turns to Callcredit for prospect pre-screening

Callcredit Marketing Solutions has been appointed by a major unsecured lending provider to supply credit pre-screening and marketing intelligence. Halifax and Bank of Scotland will use a full range of data sets for its cards marketing acquisition with the aim of improving the success of its targeted channel activity. Deby Herring, head of retail and […]

Ignore the minority report

Whatever the outcome of next week’s European Parliament elections, much of the attention will focus on results for the minority parties. In part, this reflects their role in the balance of power created by the voting system. It also reflects current turbulence in the economy and the political world. In the Eastern Region of England […]

eCRM programme to distill whisky loyalty

One of Scotland’s best-known malt whisky brands is launching a global relationship marketing programme aimed at building consumer loyalty. Glenfiddich Single Malt, owned by the independent family business William Grant & Sons, is working with Kitcatt Nohr Alexander Shaw on multi-channel activity, including email, direct mail, SMS and a web-based community. Utadi Murphy, global relationship […]

Marketers planning shift to one-to-one

Almost half of marketing agencies view individual-level targeting as a must-have over the next 36 months according to a new survey. Alterian surveyed nearly 100 senior executives in 45 UK marketing agencies in May to discover that integrated marketing is also firmly on the roadmap. “Traditional marketing campaigns took market research or group data and […]

Eloqua plugs prospects into CRM

Sales intelligence in the B2B market can now be embedded into CRM systems as a result of a new launch by Eloqua. Prospect Profiler provides a graphical summary of online activity and behaviour by prospects, enabling sales teams to focus on developing targeted and relevant communcations. The application can be embedded into the contact record […]

Where is the risk in marketing?

Ultimately, risk is simply a numbers game. By considering the right numbers, marketers are able to make strategic decisions that will gain support from financial directors and boards alike. For example, many marketers are in a position where they need to review budgets and potentially make reductions. However, should trimming 12 per cent off direct […]

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