Jeff Zabin

Heather Fletcher is senior content editor with Target Marketing.

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.

Demandbase, Inc., a technology company providing marketing performance improvement solutions for B-to-B marketers, today announced Account Watch, a new feature of its Real-Time ID Service. Account Watch enables Real-time ID Service customers for the first time ever to connect their own CRM data to their website, enabling companies to deliver targeted messages to visitors, and trigger sales notifications in real-time. For instance, a site visitor from a Top 100 prospect account can have an entirely different online

Companies that pay more than lip service to soliciting and acting on customer feedback reap rewards that their trailing competitors can’t hope to match via other avenues. According to a June 2008 report from information technology research firm Aberdeen Group, marketers with best-in-class performance levels for customer feedback initiatives saw a 19 percent increase in customer-focused innovation over the 12 months prior to being surveyed. In addition, they realized 26 percent lifts in both customer retention and customer satisfaction—measures that strongly correlate to increased revenue and profit.

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