Introducing data-driven marketing by Frank Wainwright, contributing editor, The Data Fuelled Business Data-driven marketing can set up a range of possibilities for the marketer, from creativity and branding, to customer relationships and return on investment, as outlined by this paper.
The Value of Data By Suzanne Soper, executive director, Wegener Direct Marketing Suzanne Soper discusses the advantages of analysis based on a wealth of data, and the route to customer data through data acquisition.
From the UK to the World: Modern Geodemographics by Martin Bradbury, client services director, EuroDirect In this paper, Martin Bradbury outlines the world lead that the UK has developed in geodemographics and the ROI potential.
Prospect Pools for ROI by Cheryl Pugh, senior business consultant, Prospect Swetenhams In a two part paper Cheryl Pugh tackles the difficult subject of prospect pools in part one, whilst Frank Wainwright seeks out some business to business sector specifics.
The Importance of Data Aggregation by Iain Lovatt, joint managing director, Blue Sheep It is hard to keep up with the right quality of business to business data. Iain Lovatt extols the virtues of aggregation.
Information Quality Underpins Business Quality by Martin Doyle, managing director, DQ Global Martin Doyle has drawn on real case studies to show a clear route from data quality to CRM.
Data Benchmarking by Frank Wainwright, contributing editor, The Data Fuelled Business This paper grew out of a conference presentation made by Duncan Painter, CEO, ClarityBlue. It outlines several cost and quality improvements that have been achieved by detailed benchmarking.
The RFM Toolbox by Mark Robinson, commercial director, Qbase Recency, Frequency and Monetary Value are given new life though Mark Robinson's insight. He illustrates the points that he raises with clearly identifiable figures.
Taking a Bird's Eye View of Data by David Green, head of marketing, GB Group plc David Green has been able to draw on GB Group's client experiences and research to make a strong case for the data-driven approach.
Intelligent Marketing by Frank Wainwright, contributing editor, The Data Fuelled Business and Emma Chablo, smartFOCUS Before the marketing department can become more assertive in the boardroom it needs to establish its own customer intelligence. The paper outlines this process.
Understanding Customer Defection by Dene Jones, joint managing director, Dealve Dene Jones is a statistician who shows a strong understanding of the marketing department's other activities in this paper on customer churn.
Technology Enabled Sales and Marketing by Nick Martin, general manager, Mardev Nick Martin's paper shows how Internet and data technology can be harnessed in a way that sales and marketing teams will appreciate.
Seeking marketing ROI by Frank Wainwright, contributing editor, The Data Fuelled Business Frank Wainwright explores a route forward for Marketing ROI using survey research and insight from CRM Technologies.
Customer Data Integration (CDI) and the Single Customer View Pt1: by Frank Wainwright, contributing editor, The Data Fuelled Business
Pt2 by Sophie Sail, customer management consultant, Experian The paper overviews CDI in part one and overviews its use in the financial sector in part two.
Analysing Analysis by Jim Baggett, commercial director, Occam Direct Marketing Jim Baggett draws together different examples of data analysis across a range of different client requirements.
Easy-Data OK for short haul by Jon Cano-Lopez, Managing Director, Altwood Systems by putting a strong case for Gross File Analysis, this paper shows some of the real value that detailed data bureau work can bring.
Beyond Data by Andy Taylor, managing director, Ebiquita In this paper, subtitled 'Real Customer Relationships - The Next Step' Andy Taylor explains how to realise a marketing dream - to understand customer behaviour and build up a permission databank using the Internet.
Data Fuelled Direct Mail by David Laybourne, technical director, DPS Direct Mail The paper checklists quality, recency and relevance alongside sound advice on data testing and the Data Protection Act.
Individualised Marketing A business white paper prepared by Heidelberg This paper is a very detailed case study on Saab Germany's use of individualised marketing. It makes a strong argument in favour of individualised digital print - and consequent ROI.
From Call Centre to Contact Centre by Greg Gianforte, founder and CEO of Right Now Technologies The paper offers better customer contacts, better transactional data, less costs and more profits.
Striking the Right Balance for Value by Richard Lees, chairman, The Database Group The paper shows how too much data hype could destroy data-driven marketing and counsels a route towards adding quantifiable value through insight.
Shareholder Value and the Body Corporate by Chris Duncan, managing director, Alchemetrics Chris Duncan looks at the big picture and argues for data consistency by charting the business progress of corporates.
