By: Fred Milman (fred@anchorcomputer.com) Connect on LinkedIn How Information is Used to Drive Marketing Decisions in a Database Marketing Environment The whole premise to having a marketing database is to be able to leverage the information and intelligence it contains to make better marketing decisions. The marketing database should house all pertinent marketing data so…
By: Thomas E. Smith (tom@anchorcomputer.com) Connect on LinkedIn This is a popular marketing quote, by John Wanamaker, a retail and advertising pioneer and it represents the ongoing conundrum for marketing professionals. “How do I best spend my advertising dollars to maximize the success of my business?” The question has grown ever more complex in the…
By: Fred Milman (fred@anchorcomputer.com) Unlike many business sectors, the retail sector is inundated with customer data from POS transactions, credit accounts, on-line sales activity, customer inquiries and more. In dealing with this massive potential marketing asset there are 3 major activities: Collecting the data Gaining access to the data Analyzing the data in a timely…
Is your data getting fuzzy? By: Rudy Arnold (rudy@anchorcomputer.com) Connect on LinkedIn The Problem: Data Degradation Email marketers lose on average about 22.5% of their list every year due to data degradation. Industry statistics vary from sector to sector, but inevitably our data goes stale. Marketers, like us, want to know what we can do…