Detailed Matchbacks Offer Stronger B-to-B Purchase Data

|  by Beth Negus Viveiros

For marketers, using data to determine which marketing communications contributed to generating a purchase helps guide media decisions. But capturing and incorporating these influences is difficult for marketers of all stripes—those focusing on consumers as well as industrial targets. And within the business-to-business arena, there are additional complexities. It is easy—and therefore tempting—to attribute a…

It’s Good to Be King

|  by Chief Marketer Staff

Treat your best customers with care Top customers deserve special treatment. You can afford it, and they expect it and thrive on it. So business marketers

Attention to Retention

|  by Chief Marketer Staff

TEN YEARS AGO, Frederick Reichheld's The Loyalty Effect demonstrated to the world that a five-percentage-point decrease in customer defections could improve