What's new? What's old? What's over the horizon? Our industry is brimming with new ideas and new ways of using old ideas. It’s innovating, changing and evolving… It’s exciting. Want to know what our experts are thinking? Read their latest work
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Latest research reveals poor data quality wastes 19% of marketing investment.
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July 2008: Marketing success in a slowdown
There’s no hiding from daily news and comment on the state of the economy nor the distinctly gloomy forecasts. As marketers, we are all too aware that it is in these circumstances that our budgets are cut and resources strained.
In these times, marketing departments need to stand up and be counted, delivering compelling and fact-based business cases. Marie Myles, EIM’s Director of Marketing Consulting, draws on her extensive knowledge to illustrate how to drive profitable marketing activity during slow economic periods.
For those marketers who find their budgets cut and resources stretched, this paper provides you with practical advice to benefit from the changing market conditions and emerge ahead of your competition.
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April 2008: DMA Participation Media Executive Summary
This third Participation Media Study, sponsored by Experian, was conducted during November 2007. An Executive Summary of this report can be downloaded from this site. The DMA Participation Media Report compares consumers’ perceptions of direct marketing with their actual experiences, which includes recording the communications they receive, the sectors they are from and how they responded.
The research also explores the more general consumer behaviour including their lifestyles and responsiveness to marketing generally as well as opinions on alternative shopping methods and the importance of information.
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Feb 2008: Affinity Marketing - Everybody is Somebody's Customer
Everyone we talk to about affinity marketing gets the concept, but most are frustrated when this doesn't translate into the increased returns the discipline promises. Too many affinity relationships are created for short-term gains, rather than cultivated as long-term strategic relationships.
Affinity marketing demands an average of 20% of the total marketing budget and it should contribute proportionately. Nick McCarthy shares his experience of mistakes brands have made and provides a detailed checklist for success so that you can avoid mistakes that others have made.
For those marketers who are delving into acquisition-focussed affinity marketing for the first time or perhaps feel they are not maximising their existing partnerships, this resource provides some useful tips on how to get the best from your partner and affinity marketing relationships.
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Jan 2008: Discussion paper - Social Networking in 2008
This Experian-Hitwise report looks in detail at the key social networking learnings from 2007, the trends that are most likely to play out in 2008, and the critical areas that brands need to consider when developing their social media marketing strategies.
As well as being able to download the full research findings, they will be presented during a webinar on 24th January at 10.30am, hosted and presented by report authors Robin Goad and Tony Mooney. This is a not to be missed opportunity. It is simple to participate in - all you need is a PC and telephone but you do need to register first.
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Oct 2007: Home Shopping 2007 - An Experian Club Canvasse Report
Now in its third year, Experian’s home shopping specialists analysed the billions of pounds spent with catalogue and mail order companies on its Club Canvasse database to see precisely where home shopping is most popular in the UK. This report provides a detailed list of the UK’s Top 250 home shopping locations and outlines the key trends playing out in the marketplace today.
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Jul 2007: 'Computer Says No' - consumer research into perceptions of modern customer service
When David Walliams and Matt Lucas wrote their infamous sketch depicting the intransigent customer service rep relying on her computer rather than her common sense... they weren't making it up. In a recent survey of 1,000 British consumers, we found that the majority of people regularly experience this very situation.
This paper highlights the significant opportunities for brands to take the massive investments they have made in technology and use it to deliver first-class customer service capabilities.
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AberdeenGroup Business Intelligence Series: ‘A Customer Analysis Solutions Selection Guide’
This report is only available from AberdeenGroup at a cost of $399. EIM has arranged for this to be made available FREE to registered users of this site.
AberdeenGroup surveyed and interviewed more than 400 companies for this independent guide, to gain an understanding of the selection criteria and approaches used by top performing organisations in deployment of customer analytics strategies and solutions. Their research demonstrates that effective use of customer analytics leads to improved customer retention rates, higher revenues from up-sell/cross-sell campaigns, and enhanced levels of customer satisfaction.
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Whitepaper: Why you should avoid the segmentation trap
In this whitepaper, Tony Mooney argues that although segmentation is a powerful technique, it can be misunderstood and misused. Tony goes on to explain that it's important to recognise the limitations of segmentation for activities like value and campaign management (when to segment, when to optimise, when to target) and that multi-dimensional, dynamic segmentation is much more effective - it may be challenging to create, but it will be less painful in the long run.
To help you avoid falling into the ‘segmentation trap’, this article identifies the top 10 segmentation traps that businesses fall into, and how to create a successful segmentation strategy.
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Discussion paper: Why your marketing activity might actually be increasing your churn
Year in, year out consumer marketers have the intention of finding the elusive answer to the ever present quandary of having to acquire hundreds of thousands of new customers to replace the hundreds of thousands of customers who’ve chosen to shop elsewhere. It’s the perpetual leaking bucket, where the hole is getting progressively bigger.
Ask why this situation persists and people will give you any number of reasons, including the pressure of new entrants, the ease of switching, the increasing rate-chasing behaviour and the influence of consumer watchdog organisations. But what if it’s really us who are responsible for the holes… what if consumer marketers should shoulder the blame?
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AberdeenGroup Benchmark Series: ‘Success Strategies in Leveraging Customer Intelligence’
This independent report from AberdeenGroup case studies ten companies selected for an International Success Strategy Award. Each was selected from amongst over 800 companies worldwide as exemplary in their field. ClarityBlue’s work with BSkyB was selected as the winner in the closed-loop processes category, proving that end-to-end marketing can really deliver against aggressive targets. Aberdeen research confirms selective investment in high-value customers delivers triple value by empowering organisations to boost revenues, reduce operational costs, and increase customer retention and acquisition.