The birth of digital database marketing

5 Apr 2013: Web analytics and database marketing were once used independently of each other, but the two can now be brought together to provide powerful insights and value to an organisation’s marketing efforts, says Katharine Hulls.

Time for marketers to say goodbye to the email open rate

12 Mar 2013: Modern email marketing techniques and deliverability challenges require insight which the open rate can’t deliver, says Steve Henderson.

CRM is back - but this time it's personal

12 Mar 2013: CRM is back, but now it's personal and it’s called marketing automation, says Mark Patron.

Internet data wars: the first skirmishes

4 Mar 2013: Deep Packet Inspection is having an increasingly important impact on the digital marketing and advertising industry, says Tomasz Kolanowski.

How closing the transactional loop could have helped Jessops & HMV

12 Feb 2013: It’s a tragedy to see Jessops and HMV disappear but it's a pointed reminder that bricks-and-mortar retailers need to think hard about how they maintain relationships with their customers, says Dan Brassington.

Harvesting digital: making money out of data

19 Dec 2012: Thanks to the dawn of the digital age, the sheer volume of data now available to marketers is huge – dauntingly so – but that shouldn’t put them off getting to grips with it because if they don’t, someone else surely will, says Sean Jackson.

You cannot annoy someone into 'liking' you

18 Dec 2012: You cannot annoy someone into liking you, yet that is exactly what many direct and digital marketers seem to be doing, says Mark Patron.

PCA boss backs Lord Heseltine's call to foster innovation Britain

13 Nov 12: Postcode Anywhere’s Guy Mucklow has praised Lord Heseltine’s report No stone unturned in pursuit of growth, and has highlighted the importance of trade associations, civil servants and channelling government expenditure towards SMEs, to foster economic growth.

The CMO is dead

10 Oct 2012: The influence of the Chief Marketing Officer is plummeting thanks to the trend in companies claiming to put customers first whil in reality remaining product driven, says Prof Dominique Turpin.

Marketers and data scientists: a burgeoning love story

3 Oct 2012: There is a burgeoning romance between smart marketers and data scientists – and without a doubt, this relationship has the potential to become ‘something serious’, says Lisa Arthur.

Should you be fusing offline and online insights?

17 Aug 2012: The answer is definitely yes, of course, however most organisations have their offline and online teams operating in isolation with neither really understanding what the other is doing, says Debbie Oates.

Don't underestimate the disruption of the Olympics

14 Aug 2012: It’s hard to get your head around just how disruptive the Olympic Games will be for many database marketers this year, says Dwain McDonald.

Now is not the time to be scrimping on DQM...

14 Aug 2012: While an instinctive inclination to cut costs in tough economic times is understable, doing so by scrimping on data quality management is a completely false economy, argues Graham Rhind.

Effective campaign attribution key to justifying marketing optimism

13 Aug 2012: In today’s digital world, traditional aggregate-level data and ‘last-click’ analysis no longer cut it when it comes to building robust, accurate digital marketing attribution models, believes Katharine Hulls.

Is the address dead?

27 Jul 2012: As postal volumes fall and direct marketing becomes a smaller part of a wider range of marketing avenues, is the address dead?

2013: The year of personal privacy

One issue will dominate 2013, says Bobby Hui

Top 10 tips for data migration success

Chris Turner offers advice on efficient data migration

Breathe life into your CRM

Seven steps to success

Multiple residency: when PAF doesn't cut it

20% of mailings can be misaddressed

Social meets email

A hands-on guide to making social media turn a profit

Data cleansing: simple steps, immediate results

26 Sep 2012: The volumes of data that travel back and forth from different sources are ever more complex and increasing in size on a daily basis. The need to ensure that this data is up to date, accurate and reliable should be the primary focus for all client-focused organisations.

Getting conversational

While the primary goal of marketing has changed very little over the years, the way that marketing is carried out has changed dramatically, requiring a fresh approach by marketers, says Neolane's manager of marketing intelligence Francois Laxalt.

Transparency creates trust

Simon Lawrence gets to thinking about the importance of transparent communications in marketing – both externally and internally, with particular emphasis on authenticity.

Think like a customer!

It’s all too easy to forget that it’s customers who pay our wages so it always makes sense to take time out to see the world the way your customers do, says Mark Patron.

May 2013 - Issue 160