Chief Marketer Staff

• Email

  Q&A: Laura Atkins on Monitoring E-mail Deliverability

  Monitoring e-mail deliverability is critical to ensuring that our messages are being delivered. But because there are so many types of deliverability tools and services available

• Agencies

  How Marketing Databases Differ from Operational Databases

  A marketing database must be able to perform all of the mission-critical analytical tasks required for data-driven marketing. Many people think they have a marketing database when, in reality, what they have is an operational database. An operational database supports essential “nuts and bolts” tasks such as customer service, fulfillment and inventory management. But, it falls short in the support of data-driven marketing analysis.

• Agencies

  The Sum of the Parts, Part 4: Segmenting Data

  Our ultimate aim is to make as many customers buy from us as possible while making the highest achievable profit from the transaction. The elements of reaching that goal are the three C

• Email

  Video in E-mail: It’s About the Results, Not the Technology

  The most important objective of any successful video e-mail campaign is simply getting people to watch the video. The best option for incorporating video into e-mail is to combine ease of execution with tactics that drive optimal response rate.

• Amnesty International Signs TBA Global for Yearlong Effort

  Amnesty International USA has selected engagement-marketing agency TBA Global as its agency of record to help promote its 50th anniversary in 2011

• Agencies

  Superstores to Grow, Retail Shelf Choices to Shrink: Nielsen

  Consumer packaged goods (CPG) marketers should get ready for the acceleration of two major trends, according to two separate studies by The Nielsen Co.: the growth in share of sales by the shopping club, big-box supercenters and e-commerce

• Draftfcb Hires Chip Hoyt as EVP for Retail

  Draftfcb Chicago has hired Chip Hoyt as executive vice president, group management director of retail

• News Brief-ESPN

  ESPN: is pushing its coverage of the U.S. Open with big-screen trucks. From June 17 to June 18, the trucks will be in New York City and Chicago broadcasting live coverage at sports bars, street fests and other locations, including a live leaderboard

• Website Redesign: Should You Repaint or Rebuild?

  Using a home improvement analogy, we can think of Website redesign as falling into one of three categories: repainting the house, repainting the house and adding a new room, or tearing down the house and starting from scratch.

• Agencies

  Supporting a Cross-Channel View of Customers

  The challenges of implementing a single platform to manage and deploy your information assets across multiple channels including the Web, e-mail, mobile devices, and print.