Data fragmentation in a multi-channel environment

The relentless march of ecommerce has left in its wake a critical mass of data difficulties for multi-channel marketers. While the internet provides unparalleled access to services for customers, accelerated technological advances and the red tape that comes with them have also brought messy data fragmentation.

For any mail order business, expanding your database is fundamental to successful sales growth. And to expand your database, you effectively need to buy in data. Data that, in turn, you can then use successfully in direct marketing – and direct mail - campaigns. But there are literally thousands of lists on the marketplace on offer. Savinder Lefevre of Prospect Swetenhams has some inside information to help you choose the right one.

In any organisation the customer database represents the heart of its marketing and communications. Like the human heart, a disciplined fitness program is needed to keep it healthy and performing optimally. This article touches on some top tips for best practice that will enable marketers to keep your database in prime condition.

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Dialogue marketing is a sophisticated way of segmenting your customer database so that you can talk directly to each of your clients in a personal way. Guarenteed to increase your revenue, it is an approach that is well worth the initial investment in time and software application, argues Lee Thompson from Exact Abacus.

I am a left handed mid-handicap golfer with a fast swing and a penchant for ‘rescue’ clubs. Am I likely to respond to an email offering an outstanding deal on a

Use Customer Data To Stop Competing On Price

For many businesses, the thought of getting dragged into price wars with competitors is the stuff that keeps them awake at night. The obvious answer is to find ways to shift the customer’s attention away from price and onto other things. The use of customer data analysis to create highly targeted offers is one solution