Database Marketing

SUMMARY: Large organizations often have dozens of email databases operating independently. But keeping email databases in silos means marketers can’t get a complete picture of subscribers that can be targeted by customer profile and preferences.

Listen to how a major media company merged email databases for 26 different publications into a centralized system that allowed them to offer segmented campaigns to advertisers for the subscribers they targeted. CTR skyrocketed and banner ad sales almost doubled. read the complete case study

SUMMARY: Geotargeting isn’t just for search when looking for your best prospects. Location-based research can help you do more than discover physical markets with the highest penetration of customers.

Here, we tell you how to use geographic data analysis to determine:
- Where your best customers are and how you can find more of them.
- If being first in a location is really the best idea.
- How to find what markets are vulnerable to competition. read the complete article

SUMMARY: Last time we checked, Office Depot's ability to integrate multiple channels had their ecommerce engine humming to the annual tune of $3.1 billion. Well, that was 2004. They've since upped that number, reaching $4.5 billion in 2006. Sounds like they didn't get to be the #1 online office supplier without doing a few things right.

Let’s peek at this leading retailer’s key multichannel strategies, which are constantly being honed not only by the marketing department -- but also by the customers themselves. You see, Office Depot is all about CRM. read the complete interview

SUMMARY: In high-end business technology (software, IT tools and related services), it's marketing's job not only to generate demand but also to gauge which leads are worth following up on.Because, let's face it, the one impossible-to-grow resource is your sales reps' time. They have limited hours in the day, so you need to focus them on the accounts that will close. (Plus, reps will love you for it.)Here's an exclusive look at new b-to-b behavioral-buying research that's the next best thing to a crystal ball. Use it to figure out which types of prospects to go after harder. read the complete article

Are you about to send a special "warm fuzzy" holiday card or gift to your top customers? Here's an idea I love from Teri Schacker, head of marketing for the Credit Union Executives Society...

This fall she researched to find out which common attributes her top 100 best customers all shared -- aside from being great customers of course. These might be location, number of employees, types of purchases, email open rate, whatever....

Then... read the complete blog post