CMOs are often approached by CEOs, who have a penchant for numbers, to present data that either demonstrates results or supports marketing initiatives. To satisfy the top brass, CMOs must work with their chief information officers (CIOs) and create a predictive model for forecasting sales results from marketing investments, and an analytical model for measuring…

Sometimes a thank you just isn’t enough. This was the case with the first iteration of TrueBlue, JetBlue Airways’ customer rewards scheme. “It was supposed to be a thank you program,” Dave Canty, the airlines’ director of loyalty marketing and partnerships told attendees at the Colloquy Loyalty Summit. The program’s limitations, however, didn’t leave its…

Internet service providers are changing the criteria by which they identify legitimate inbound email vs. spam: That much is clear. What