Cross-channel marketing
Targeting and relevancy: equally important yet very different
Posted on Apr 27 2012 by Marcus Tewksbury
As marketers get better at targeting and engaging their customers, it’s important for them to remember that targeting and relevancy are not the same thing. With targeting, it’s easy enough to figure out that a certain group of people should be included in a certain campaign, but which item to promote should be tied to past purchase history.
Three ways to increase customer engagement
Posted on Apr 26 2012 by Pamela Robertson
As marketers continue to strive for cross-channel campaign integration, companies need to focus on how to connect, engage and empower their customers at each stage of the path to purchase.
Campaign Management Means Different Things To Different Marketers in 2012
Posted on Jan 19 2012 by Marcus Tewksbury
A common way to view campaigns is a visual workflow that depicts the various stages, treatments or flights of messages in their relative order. More sophisticated tools enable for branching decisions whereby different audiences receive a different message based upon scoring, firmographic, behavioral response or other segmentation schemes.
Embracing Marketing Innovation in 2012
Posted on Jan 12 2012 by Andy Roy
Each year, new technologies emerge, the media landscape evolves and consumers expect more from the products they buy and the media they consume. So marketers must innovate continuously by actively exploring, experimenting, evaluating and optimizing. My colleagues and I recently created the Experian Marketing Innovation Report 2012 to help address some of the key issues [...]
Reduce process friction to improve holiday marketing campaigns
Posted on Dec 14 2011 by Kamal Tahir
Incorporating a few simple activities can improve the shopping experience while reducing friction. Investments have been made in all channels to reach a target audience; finishing strong in the last mile will provide substantial returns on your marketing campaign investments.
If it ain’t broke, you’d better still fix it
Posted on Sep 09 2011 by Nancy Shaver
Most organizations today are still siloed by channel, and success is measured by how well a “channel” performs. A view of how the customer behaves across an organization and a robust understanding of consumer attitudes and preferences is often missing. Don’t leave significant marketing return on the table.
Retail customer identification capture: time for a checkup!
Posted on Sep 06 2011 by Michael Clark
Given recent court decisions, marketers are reviewing and updating their processes to identify who their customers are. Are they in compliance with current laws and rulings? What will the next restriction be? Is it customer friendly? Should they stop asking for any customer information at all in order to avoid a lawsuit? Experian Data Management Services recomends a “Checkup.”
Three considerations to a cross-channel CRM strategy
Posted on Sep 02 2011 by Marcus Tewksbury
CRM’s star is clearly on the rise again but before embracing it, you need to have a deep understanding of your organizations ability to effectively execute against it. CRM has gotten significantly more complicated thanks to the explosion in the channels of interaction. Here’s 3 items to consider.
Last one to finish wins?
Posted on Aug 23 2011 by David Kimrey
Response Attribution gives a clear picture on how your hard earned marketing dollars are truly performing. Building sophisticated models and looking at all of your data across all of your channels can increase your ROI and lead to a better marketing experience for the consumer.
The gift of holiday data
Led by Black Friday offers, campaigns with offers in the subject line made up almost 30% of all campaigns sent between Nov 18 and Nov 24
