Yes, data is an asset. But not if the data doesn’t generate any value.
Stephen H. Yu
They say data is an asset. I say it, too. If collected data are wielded properly, they can definitely lead to financial gains.
It’s the junk food of marketing. We all know that the email batch and blast practice really isn’t good for anyone.
Some even claim that human behaviors are just algorithmic responses developed over past 70,000 years or so.
Last month, I talked about factors marketers should consider for attribution rules. Here, I would like to get a little deeper.
After each campaign effort, a good database marketer is supposed to study “what worked, and what didn’t,” using attribution rules.
We are obviously living in a multichannel marketing environment, whether we are marketers or consumers.
Lester Wunderman is called “the Father of Direct Marketing” — not because he was the first one to put marketing offers in the mail.
In 1:1 marketing, product-level targeting is “almost” taken for granted.
People react to words like “machine learning” or “artificial intelligence” very differently.
Last month, I talked about how to measure success when there are many conflicting goals and available metrics flying around (refer to
It’s tempting to ask about whether marketing success metrics should be response rates or money. But you don’t need to ask marketers
Marketers have different names for them. Some marketers call them “One-and-done” customers. Others call them by more innocuous “1-Time
When marketers play with data, we often get confined within the limitations of the datasets that are available to us, or worse, tool
The funniest and the most ironic part of this Facebook fiasco is that target marketing based on data actually worked. If it didn’t, no