Valerie Bertinelli promises slimmer hips and thighs with Jenny Craig. Suzanne Somers used to make the same promise with the ThighMaster, recall? Morgan Fairchild offers love advice for Old Navy website visitors in a live chat. New England Patriot's star Tedy Bruschi touts the benefits of life insurance for Boston area consumers. Genevieve Gorder of "Trading Spaces" gives home improvement advice and endorses 3M Corp.'s building products. Teen idol Vanessa Hudgens shares her back-to-school wardrobe preferences in a Sears magazine aimed at teenage girls.
For marketers working to provide a seamless cross-channel customer service experience, click-to-call technology provides one more tool to help achieve company goals. The technology allows consumers to click a button embedded in a Web page or e-mail to connect with a company’s customer service representative. After the user clicks, customer service representatives either are reached using Voice Over Internet Protocol (VOIP) or users are prompted to type their phone number and request an immediate phone call. This enables marketers to service Web customers without forcing them to abandon their Web sessions. In addition, the technology allows marketers to monitor when users switch from Web
I damn near did not get today’s column done. I started reading Jack Valenti’s memoir, “This Time, This Place: My Life in War, the White House and Hollywood” and it grabbed me by the throat and would not let go. Valenti, a World War II bomber pilot who flew 51 missions over Italy, died at age 85 on April 26, just six weeks before publication. In the following half-century after his discharge from the Army Air Corps, Jack Valenti bestrode the mighty worlds of Washington and Hollywood like a colossus, quite a feat for someone a mere five foot five inches tall.
By Lisa Yorgey Lester How three direct marketers merged multiple data streams. Data integration—the process of marrying data from disparate databases—empowers a marketer to maximize its marketing programs. A more complete picture of its customer base presents many opportunities, such as cross-selling and upselling promotions, reducing customer churn, and identifying to which channels customers best respond. Pulling multiple data streams from stand-alone systems, merging and massaging that data, and extracting actionable information to enhance marketing strategies takes careful planning and plain old hard work. Here are the experiences of three marketers who embraced various data integration projects to address specific