Evanston, Ill.

Heather Fletcher is senior content editor with Target Marketing.

It turns out Mom may have been right: Don't be a jack-of-all-trades and master of none. Instead, master one marketing channel and then present customers with the illusion of integration. That's what 83 percent of top performing companies do, according to a research report released in May by Evanston, Ill.-based market research and advisory services firm Gleanster.

Las Vegas-based Caesars Entertainment Corporation may never say "Et tu, Brute?" to its data. Betrayal may never happen because the gambling empire exemplifies how direct marketers can grasp customers' multichannel touch points with predictive analytics and spin single views of the customers into gold, says Jeff Zabin, research director at Evanston, Ill.-based research firm Gleanster.

Ad Tracking in the Mobile World Seattle–based M:Metrics, a mobile media provider, recently unveiled a competitive tracking service for mobile ads called M:AdTracker. The monthly syndicated data service continuously monitors clickable display advertising from a broad representative set of mobile Web destinations and then classifies the data by industry/sector, company, division and product/service to reveal leading advertisers in and across market segments. Marketers can gather insights on competitors’ seasonal tactics and other campaign rotation activity via weekly, monthly, quarterly and annual tracking. Web: www.mmetrics.com

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