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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

Battle of the brands  May 01, 2006 9:30 PM By Mark Poirier

In 1971, 45 New York advertising agencies told Frank Perdue that he couldn’t brand a chicken. Chickens are commodities, they told him. Consumers don’t

Benchmark 2006 on E-commerce  May 01, 2006 9:30 PM By Sherry Chiger

We’ve all heard that it takes money to make money. That could be why respondents to this year’s Benchmark Survey on E-commerce are spending a mean 27%

2006 Benchmark Report Contact Center  May 01, 2006 9:30 PM By Mark Del Franco

Despite the importance of keeping customers happy, merchants still have a way to go when it comes to improving service levels. According to Multichannel

Gaps across the channels  May 01, 2006 9:30 PM By Jim Okamura

My recent shopping trip to apparel merchant The Gap reinforced just how far we have to go in terms of fully realizing multichannel customer benefits at






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