Rio Longacre

Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!

Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.

Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.

Now that the contentious 2012 election has finally ended, we get a chance to look back and assess what happened and why. Regardless of who you voted for, it's impossible not to acknowledge that the real winner of the 2012 election was data.

You're a guy. You're on Facebook. You're thinking about going to that party tonight while absentmindedly checking out your new friend request and—Bam!—you get bombed by a creepy condom ad from the hypothetical son you could create if you meet someone tonight and you're not careful. That's the scenario that probably played out for plenty of men targeted by Olla Condoms. It's what Target Marketing magazine blogger Rio Longacre calls "The creepiest social campaign I have ever seen."

Direct marketers have been managing consumer data for decades. But as technology has increased the ways consumers interact with brands, marketers are confronting the prospect of "Big Data"—data sets that have grown so large and complex that they've become increasingly difficult to analyze, but offer greater rewards and competitive advantage for those who do.

Today, I've decided to go back to basics. And in the world of direct response marketing, nothing is more basic than the landing page. Having worked in the industry for many years, I can tell you from firsthand knowledge that no campaign can succeed without a Landing Page that converts. This is an indisputable fact. Try launching an email or direct mail campaign with a kick-ass creative that sends people back to the homepage of your wesbsite and see what happens. Inevitably, almost all of your hard-fought leads will evaporate into cyberspace, lost forever, destroying any chance of achieving ROI.

When asked about data security, most marketers simply shrug their shoulders. It’s IT’s responsibility, right? Wrong. Database security is more than just IT’s job. If you’re a marketer, it’s high time you familiarized yourself with the steps you need to take to safeguard your precious customer and prospect information.

It's no secret that the mobile channel is exploding in our lives. Unless you've recently been living under a rock, you've undoubtedly come across some jaw-dropping stats on mobile usage. Here's a couple more to chew on. According to a recent article in Mobile Commerce Daily, mobile retail dollars doubled between April and December 2011 alone. That's just eight months! And, Mobithinking.com reports that approximately 25 percent of Americans access the Web only on their mobile devices. Kowabunga!

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