Aprimo Incorporated

What Oracle's Plan to Acquire Eloqua Means for Marketers
January 17, 2013

Marketing is white hot. Last month, the CMO Council declared 2013 “The Year of the Marketer.” Earlier, Gartner had predicted that by 2017, CMOs will spend more on IT than CIOs do. Powered by customer-driven brands and data-driven insights, CMOs can now combine the art and science of marketing into better performance and greater accountability than ever before. Is it any wonder that mergers and acquisitions across the marketing space are heating up, as well? Of course, M&A activity in marketing technology has been building for some time. Last year, Google gobbled up Wildfire. Merkle added mobile shop 5th Finger

Stephanie Miller on Her New Mission: DMA Member Relations VP
October 2, 2012

For Target Marketing, eMarketing + Commerce (eM+C) and Retail Online Integration readers and virtual show and webinar attendees, the name Stephanie Miller is already very familiar. They've been following her email marketing advice for years—first while she was at Return Path and then when she took a job at Aprimo. But Miller's name is about to be familiar to them in a far different way. As of yesterday, Miller became the vice president of member relations at the Direct Marketing Association (DMA).

DMA Appoints Stephanie Miller Vice President, Member Relations
October 2, 2012

The Direct Marketing Association (DMA), the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing, today announced the appointment of Stephanie Miller as Vice President, Member Relations, a newly created position.

Nanotargeting: How Big Data Is Used on the Campaign Trail
September 5, 2012

Political campaigns have a long history of borrowing tools and practices from marketers (and vice versa). But as election season really heats up this fall, politicians will be using a new technique born out of "big data" analysis: Nanotargeting.

Email Marketing: Stop the Madness, Start Being Relevant
August 8, 2012

An email blast is a thing of the past. Marketers must embrace today’s marketing requirements that involve a shift away from generic email marketing, and a move to dynamic, personalized messaging that will engage customers and boost results. Email provides marketers with an easy, low-cost opportunity to connect with consumers, yet this channel can often cause a rift in the customer relationship if not targeted toward individual behaviors and needs. While email lends itself to frequent conversations, irrelevant messaging undermines the potential for dialogue by alienating the customers before they fully engage.

6 Tactics to Improve B-to-B Email Deliverability: 11% of B-to-B Email Is Classified as Spam
March 29, 2012

Deliverability is a complex topic that challenges every marketer using email. However, it is an even greater challenge for B-to-B marketers. B-to-B marketers must meet unique deliverability rule sets for each individual domain in databases filled with hundreds or more; whereas, B-to-C marketers likely have a database full of freemail accounts and can resolve an issue with that provider and settle a huge portion of the list with a single effort. Read on for six tactics from two email deliverability experts. They cover tactics on reputation, testing, domain distribution reports, mediation and more.

6 Best Uses of Predictive Analytics for Cross-Sells and Upsells
February 8, 2012

Predictive analytics can help marketers upsell and cross-sell products to customers. But the key word in that sentence is “customers.” Different divisions handling different channels or various departments in charge of various products can cause problems for customers if companies decide to organize data based on those guidelines alone when creating predictive models.

2 Approaches To Facebook's 'Social Inbox'
February 2, 2011

While marketers adjust to the merging of social networks and email platforms, they should keep an eye on the new messaging option from one of the biggest social media companies around—Facebook Messages debuted on Nov. 15.

Mobile, Social Media, Ad Creative and Online Video
October 1, 2010

According to Reston, Va.-based comScore, more than 177 million Internet users in the U.S. watched video content in June. As viewing videos online continues to grow by leaps and bounds, comScore has introduced Video Metrix 2.0, a next generation of the company's online video measurement service.

The CMO's Quickly Revolving Door
August 11, 2010

Chief marketing officers face a quickly revolving door, underscored by the tremendous pressures and short leash they are given to show success and turn over results. According to global executive search firm Spencer Stuart, the average shelf life of a CMO was 34.7 months in 2009, significantly shorter than the "hot seat" for CEOs, which ranges from 7 to 10 years.