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Moneyball and Marketing: Challenging Conventional Data Wisdom

By Tim Girgenti

As a baseball-mad boy growing up in Houston, there were certain basics that I could count on seeing in the

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Feb. 24 2012

Using Program Optimization to Make the Most of Big Data

Arthur Sweetster, chief marketing officer at 89 Degrees, offers insight into capturing and using Big Data — the ever-increasing volume of customer and prospect information available to marketers.



Feb. 14 2012


Feb. 12 2012

Facebook IPO Will Draw Attention To Social Media Data Practices

Facebook’s impending initial public offering may cause additional scrutiny on all marketers’ data-gathering and data-mining practices. Dennis Dayman, Eloqua’s chief privacy and security officer outlines some concerns for direct marketers.



Jan. 03 2012

Don’t Make Email Marketing a Siloed Experience

A siloed approach to email marketing and campaign management only leads to customer fatigue and frustration. Organizations that tear down these walls and deliver a relevant, seamless, cross-channel customer experience will be rewarded with share of mind—and wallet.



Dec. 20 2011

Voice Of Customer Data Worth Collecting And Analyzing Despite Challenges 3

Analyzing customer opinions can provide valuable insights. This knowledge, however, is not easily gained. Knowing how to collect this information without biasing it, and aggregating qualitative — non-numeric — data can be daunting. Chris Cottle, executive vice president of marketing and products for Allegiance, offers thoughts on best practices in aggregating and using customer opinions.



Dec. 16 2011

Why You Shouldn’t Over Segment Your Prospecting Database

Over the last few years, data marketers have gone to extreme lengths to cherry pick what they think is the perfect audience for each communication they send. But is this approach producing a profitable universe—or just a small one?



Dec. 13 2011

Customer Loyalty: The Gift That Keeps on Giving

Loyalty efforts traditionally provide rich amounts of data on a member’s transactions. Transaction data, however, only reveals what a loyalty program member is currently buying. Transaction data rarely provides insight on what else the member could be buying, the reasons behind the purchase or what differentiates this customer from others.



Dec. 12 2011

Tips for Using Your Database to Drive Revenue

Direct marketers usually aren’t very creative about how they take advantage of their marketing databases. Sure, modern marketing databases are used to make general decisions about whom to promote. Typically this is done with rules-based logic such as recency, frequency, monetary value (RFM) cells or—even better—with statistics-based predictive models. However, this is just scratching the surface of what a modern marketing database can do.



Dec. 08 2011

Mobile, Social Data Transforming Marketing for the Holidays—And Beyond 9

Almost every CMO went into Black Friday and CyberMonday with one thought in mind: shoppers are more price-sensitive than ever before. But what actually happened on Black Friday and CyberMonday radically shifted the conversation. Consumers spent like mad—online and on mobile devices.



Dec. 01 2011

Best Practices for Using Cooperative Databases

Cooperative databases account for at least 80% of all consumer prospecting. Names selected from a co-op are super multiple buyers who respond well to any number of different offers. These buyers have been modeled from actual buyer files and are therefore they are highly qualified names. What’s more, they represent a good value for the money renting for $70 per thousand or less.