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Thought leadership and case studies covering data enhancement, database development and maintenance, modeling and analytics, and loyalty marketing strategies. And for a well-rounded perspective on data, stay up-to-date on privacy issues that include data stewardship, opt-in/opt-out practices, customer preference centers, do-not-call and do-not-mail regulations and Direct Marketing Association guidelines.


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Target Marketing Analytics Isn't Reporting

Mike Ferranti May 19, 2015

Today, virtually all organizations have challenges in effectively leveraging analytics to drive business performance. Odds are pretty good that when you read that statement, you...

3 Birthday Wishes for Marketers

Happy Birthday cake May 19, 2015

It's my birthday and, if you're reading this on May 19, 2015, my employer and I are giving me the present of a day off...

A Case Study in Data-driven B-to-B Customer Acquisition Marketing

Ruth P. Stevens May 14, 2015

While preparing case studies for my new book, I had the fun of interviewing a bunch of very smart B-to-B marketers to learn how they...

3 Ways to Solve Marketing Personalization Problems

Search May 13, 2015

New social and mobile technologies present marketers with unprecedented opportunities to personalize communications and foster better customer relationships. But to capitalize on these opportunities, marketers...

Denny's Zinger: I Tried Direct Marketing and It Didn’t Work!

USC FSI May 13, 2015

I am continually astonished at the number of people who throw money away on direct marketing projects and then whine that they did not...

Breaking Out of the Campaign Mindset

Infographic: How Important Is Customer Service In Customer Experience? May 11, 2015

For decades, the campaign has been the workhorse of marketing. These discrete, short-term, one-way promotional initiatives from a brand to customers have typically been brand-focused...

Making Native Ads Work for You

Native Ads May 5, 2015

Imagine buying your way onto the front page of The New York Times or The Wall Street Journal with a long editorial story about yourself...

How to Outsource Analytics

Stephen H. Yu May 5, 2015

In this series, I have been emphasizing the importance of statistical modeling in almost every article. While there are plenty of benefits of using statistical...

Riddle Me This : What Tech Do You Need to Make Content Marketing Manageable?

Joe Pulizzi May 2015

Somewhere between getting caught up in the hype cycle and being left in the dust, there's an amount of technology that's just right to get...

Riddle Me This : How Much Lead Generation/Nurturing Tech Do You Actually Need?

Debbie_Headshot May 2015

Procuring the best, relevant technology continues to be an important task for marketers keen on staying ahead of their competition. To find out what some...