Topic | Data & Analytics

Effective use of first-party data has enabled video game company Electronic Arts to follow through on a brand promise of putting the needs of players first.

An increased focus on predictive analytics helped SAP drive adoption for a new product and reached a specialized customer segment.

Compare your company to the best practices of industry leaders in these five critical organizational readiness areas.

A centralized database and a generous direct mail offer enabled Johnston & Murphy to increase repeat purchases among its top tier customers.

A newly unified purchasing, product and customer database is helping B2B publisher Randall Reilly identify new audience segments and create new products.

To see how you are doing and identify your aspirational next-steps compare your company to the best practices of industry leaders in these four critical customer insights and analytics areas .

Sales and marketing organizations are often at odds about what works best in B2B lead gen. Often, both are off-base when it comes to their accusations.

Marketers need to be in touch with what customers want now—you can’t be too far behind, but you can’t be too far ahead either.

How should you think about customer data management? It really should be seen as a collection of answers to a lot of questions about your customers.

Here are three lessons learned from MVMT, IGN and Brooks Running about data experimentation.