Archive for the ‘Data Cleaning, Profiling & Analysis’ Category

Political parties to ‘focus on direct campaigns’

Posted: October 6th, 2008 by Marketscan comment-icon 0

The major political parties are set to revamp their direct marketing services, it has been revealed.Both the Labour Party and Conservative Party are to review their current marketing, which will include online communications and direct mailing.The Conservative Party recently relaunched its website, which includes a new blog and additional video content.Labour has already been in touch with several agencies about a new account, reports Brand Republic. It is thought to be keen to bolster its support, such as through business… Read more »

‘Immediate’ benefits from trigger marketing

Posted: October 6th, 2008 by Marketscan comment-icon 0

Businesses can expect to benefit "immediately" from a trigger email marketing campaign, an industry expert has claimed.Trigger email differs from automated systems in that it provides a more personalised strategy for clients of business lists.Where automated strategies are useful for responses to client orders or newsletter sign-ups, trigger email responds to more specific events such as search patterns.Sally Lowery, online marketing manager for Bronto Software told Practical Commerce that trigger marketing "makes sense".She said: "Site shoppers are receiving a one-to-one… Read more »

Business intelligence ‘can help with long-term planning’

Posted: October 3rd, 2008 by Marketscan comment-icon 0

Business Intelligence systems allow firms to predict the long-term results of decisions, one expert has said.A growing part of business intelligence is analytics, which companies can use to ensure that direct marketing and other projects are carried out "in a more targeted fashion".Nick Millman, UK and Ireland Lead at Accenture, explained that business intelligence makes it easier for firms to store data and make the best decisions."Business Intelligence benefits a business by providing the capability to collect, measure and analyse… Read more »

Royal Mail introduces direct mail discount scheme

Posted: October 2nd, 2008 by Marketscan comment-icon 0

Royal Mail is introducing a discount scheme for direct marketers in a bid to encourage them to become for environmentally-friendly by using improved data management strategies.As part of the scheme, firms will be given discounts of up to 0.7 pence per item on downstream access prices if they employ a range of strategies that minimise the amount of waste they produce and help to reduce their carbon footprint. One of the requirements marketers have to adhere to in order to… Read more »

Q2 B2B marketing performance down

Posted: October 2nd, 2008 by Marketscan comment-icon 0

B2B direct marketing performance was down in the second quarter this year compared to the same period in 2007, new figures show.According to the Q2 Quarterly Business Review (QBR) issued by the Direct Marketing Association (DMA), direct marketers’ aggregate revenues declined by approximately 3.6 per cent.However, despite a relatively poor performance in the second quarter, overall profitability remained at a healthy QBR index score of 63.The projected revenue for the third quarter suggested that there will be modest growth in… Read more »

SEO strategies can benefit from SSA

Posted: October 1st, 2008 by Marketscan comment-icon 0

Site search analytics (SSA) could be utilised as part of a search engine optimisation (SEO) strategy, an expert has suggested.Commentator Lou Rosenfeld pointed out that SSA is a user research tool that helps website designers make more informed, data-driven design decisionsSpeaking to E-consultancy, he said: "Every time someone uses your site’s search engine, he is telling you what he wants from you, in his own words – his query." "We analyse query data to find interesting patterns and anomalies; these… Read more »

Local search technology evolving in response to B2B marketing demand

Posted: October 1st, 2008 by Marketscan comment-icon 0

Seeking out prospective clients is the "central challenge" facing B2B firms who seek to market their products and services through sales channel resellers.According to industry expert Christopher Hosford, local search technology has now become more sophisticated and complex in response to this demand. He pointed out that there is a close connection between local search and direct marketing and highlighted figures by ComScore Networks which show that when products are researched online, 63 per cent of researchers buy from a… Read more »

Accurately targeted direct marketing saves money

Posted: October 1st, 2008 by Marketscan comment-icon 0

Businesses can cut their spending on direct marketing by making sure their campaigns are aimed at the right people, an expert has suggested.According to Mike Hare, research director at DataTalk Research, accurately targeting campaigns allows companies to improve their return on investment and spend in a more effective manner. He also pointed out that being able to aim marketing at the right audience is about knowing how certain people respond to certain pieces of information such as "which channels are… Read more »

80% of firms lose data at least once a month

Posted: May 15th, 2008 by Marketscan comment-icon 0

Around four in five large businesses in the UK are losing data at least once every month, new research suggests. A study by IT management company CA surveyed 250 senior IT professionals and found that 79 per cent said their organisations misplace important information at least once a month.According to data management software firm Qas, this may be partly due to the fact that 68 per cent of managers feel that their IT budgets are insufficient, which may mean that… Read more »

Marketers must invest in technology to improve data hygiene

Posted: November 6th, 2007 by Marketscan comment-icon 0

Marketers need to avoid trying to target "every fish in the sea" and invest in better data quality to "cast a narrow net", independent consultants have advised.While customer data lists are readily available on the internet, blind ‘mass marketing’ no longer produces effective results.This means that data quality needs to be kept to an extremely high standard in order to ensure an effective marketing campaign which delivers success.Elena Anderson, an independent consultant and former analyst with Forrester Research, said in… Read more »

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