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Marketing ARCHIVE

Can You Believe Your Customer or Traditional Market Research?  May 08, 2006 3:57 AM By Mike T. Davis

One of the most common objectives of market research is to find the customers’ wants and wishes, or their hot buttons. But what if traditional market research identifies the wrong hot buttons? What if conventional market research singles out hot buttons that will freeze your finger? What if standard market research uses a malfunctioning thermometer?

The Five Keys to Successful Enterprise Marketing Management  May 08, 2006 3:45 AM By Bill Marjot

EMM can mean many things to many marketers, but it typically consists of strategic and marketing planning, financial management, marketing resource management, data integration, information storage, campaign management, customer analytics, Web analytics, personalization, interaction management, channel management, and marketing performance.

B-to-B Matchbacks: Address Level vs. Name Level  May 08, 2006 3:33 AM By Sandy Wolstencroft

Matchbacks on business-to-business files are more complicated than on consumer files. If you title slug, the only way to match is at the address level. If you mail by name, the match rate is low because often the contact person has changed.

ACCM Show Daily: What’s News in the Exhibit Hall  May 06, 2006 3:25 AM By MCM staff

What better place to introduce products and services for multichannel merchants than at the largest conference for multichannel merchants. Here

Inbox Providers Push the E-mail List-Hygiene Issue  May 04, 2006 3:34 AM By Ken Magill

Though e-mail

Thinking Outside of the “Book”  May 02, 2006 10:07 PM By Dave Smith

As integration of multiple channels has become the norm rather than the exception, prospecting for customers has become more challenging. Today

Seven strategies for Breaking Down Silos  May 01, 2006 9:30 PM By Jack Schmid

Multichannel success is all about breaking down barriers between channels and building cooperation. Every company that strives for multichannel success

The Ones to Watch  May 01, 2006 9:30 PM By MCM staff

Every industry has its rising stars, and the multichannel marketplace is no exception. Given the complexities of operating in more than one channel, the

Beyond the basic model  May 01, 2006 9:30 PM By Tim Parry

Modeling has come a long way beyond the good old recency/frequency/monetary value (RFM). Thanks in no small part to the rise of cooperative databases,

Walking the forecasting TIGHTROPE  May 01, 2006 9:30 PM By Barbara Arnn

Forecasting inventory for seasonal demand takes philosopher George Santayana’s dictum Those who cannot remember the past are condemned to repeat it and






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