Marketers with GDPR problems must double-down on data best practices to comply with the law, but that’s just the beginning. Marketers
Wiland, Inc., a leading consumer intelligence and predictive analytics company, announced the formation of a collaborative
We live at the best time ever to be consumers. Every brand we love and store we frequent wants to reward that loyalty. It seems
To: Ken Chenault, CEO American Express. Dear Ken, First off, thank you for the lovely gift volume you sent me in celebration of my 50th anniversary as an American Express cardmember.
Not all databases are created equal. No kidding. That is like saying that not all cars are the same, or not all buildings are the same. But somehow, "judging" databases isn't so easy. First off, there is no tangible "tire" that you can kick when evaluating databases or data sources. Actually, kicking the tire is quite useless, even when you are inspecting an automobile. Can you really gauge the car's handling, balance, fuel efficiency, comfort, speed, capacity or reliability based on how it feels when you kick "one" of the tires? I can guarantee that your toes will hurt if you kick it hard enough, and even then you won't be able to tell the tire pressure within 20 psi. If you really want to evaluate an automobile, you will have to sign some papers and take it out for a spin (well, more than one spin, but you know what I mean). Then, how do we take a database out for a spin? That's when the tool sets come into play.
"I love advertising..." comedian Jerry Seinfeld slowly drawls out in his unmistakable voice, "...because I love lying." A bold statement for anyone—Mr. Seinfeld's celebrity status notwithstanding—but made even more impactful by the fact that he's speaking to the biggest names in the advertising industry, assembled in the audience of the 2014 Clio Awards.
Who still sends direct mail? Many of the most successful companies in the U.S. In fact, nine of the top 10 on this year's Top 50 Mailers list are also on the Fortune 500 (including GEICO, which is a part of Berkshire Hathaway), and the one that isn't happens to be one of the world's largest nonprofit clubs (AAA). Once again, Target Marketing has teamed with Who's Mailing What! (WMW!) and its impressive library of current direct mail to track the top mailers of the past year.
A bird in hand is worth two clicks in an e-commerce site? Word is Twitter's "buy now" buttons are visible on some tweets, allowing marketers to have a consumer's first click be the last one. This, along with its pending online payment firm partnership and mobile re-targeting tech company purchase, makes it look like Twitter is planning a big e-commerce future.
My American Express Gold Card says: "Member since '64." This is my 50th anniversary as an AmEx cardmember. I remember in 2004 being (1) hurt and (2) offended that I never received a thank-you card from CEO Kenneth I. Chenault for being a member for 40 years. I doubt if I will receive a 50th anniversary card. Chenault is a rude dude. In the average corporate database, how many customers have been active for 50 years? Not many, I'll bet.