Steve Briley

With today’s world of instant access to infinite information, consumers—not brands—are in charge of how, when, where and if they want to engage with a brand. While there are more channels than ever to engage consumers, it also has never been harder to reach them. The average marketer struggles to keep up, or at least tries not to fall too far behind, now that consumers have assumed a leadership role in defining or influencing a brand’s success

By Lisa Yorgey Lester Reactivation models can maximize your efforts to woo lapsed customers. We've all heard the maxim that it costs more to acquire a new customer than it does to retain one. The same logic can be applied to winning back inactive or lapsed customers. The inactive portion of your customer file is low-hanging fruit ripe for the picking. However, not all inactive or lapsed customers are equal. There is little value in marketing to inactive customers who are not likely to respond. Based on the information you already have on your inactive customers within your database, however, a reactivation model can

By Hallie Mummert Multichannel marketing strategies, such as online ordering supported by in-store returns or e-mails sent before and after a direct mail drop, are proving to be powerful ways to encourage customers to interact with marketers in any way that best fits their needs. But successful multichannel marketing requires a thorough understanding of where your sales or leads originate so you can better allocate marketing resources. According to a March 2004 study by J.C. Williams Group (commissioned by DoubleClick and Abacus), some of the top challenges faced by multichannel marketers are measuring cross-channel influence and ensuring the integrity of integrated customer data. "Tracking

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