Achieving a high level of understanding about your customers, as well as being able to automate marketing communications and decision making, even if it means just keeping up with your rivals in terms of customer engagement, is becoming increasingly important to enable you to stay ahead.
If the advance of new marketing technology showed no sign of slowing during the recession, it’d be wise to assume the pace of change may increase as we enter economic recovery.
The growth in marketing technology is exponential. The challenge with investing in marketing technology is ensuring that it is matched to business needs, is well implemented and then fully adopted within the business once it has gone live. [more…]
Northern Rail, the largest train operator in the north of England, has appointed data-driven marketing expert Occam to work alongside online and mobile ticketing company Assertis in creating more joined-up experience for passengers.
Northern Rail has engaged Occam’s in-house data marketing product to give the train company the right tools to better manage customer engagement. Within the product, Occam will pull together existing data sources from across the network to give a single view of its customers. [more…]
By Steve Cook, brand strategy and planning, Marketing Team Direct
The last few years has seen an acceleration in brand science and sophisticated brand strategy development – enabled by a technology shift, data acquisition and interrogation, and let’s be brutally honest, the need for businesses to transform fundamentally in order to survive.
This growth in brand understanding, practice and exploitation has taken the subject of brand from art to science, from marketing function to boardroom policy and from image change to measurable shareholder value asset.
And yet, there are still businesses that consider brand as something distinct and separate from the rest of their organisation's infrastructure, operations and business strategies. It’s not just an image, or sales and marketing tool, it’s inherent to everything organisations need to do to engage the right customers or buyers. Brand is business asset. Organisations that don’t think in this way consider brand as a cost rather than an organisation-wide investment in their conduct, operation, offers and future. Consequently, they never realise the true value of embarking on brand development as central to business strategy and planning. [more…]
To bolster its direct marketing strategies, Championship football club Wolverhampton Wanderers (Wolves) has appointed data management firm CCR as its preferred data cleansing supplier and is amongst the first to use CCR’s new data cleansing and enrichment solution, ADAM.
ADAM was launched onto the market last month following successful trials and it is the first product of its kind in the UK to include both Equifax and Experian new address data as well as data enrichment solutions such as factual wealth information and Facebook data. [more…]
Teradata Corp. (NYSE: TDC), the big data analytics and marketing applications company, today announced it has again been placed in the Leaders Quadrant of the newest Gartner, Inc. Integrated Marketing Management (IMM) Magic Quadrant report. This makes it four years in a row that Teradata has been included as a leader.
The 2014 report was published by Kimberly Collins, research vice president, and Adam Sarner, research director, CRM, at Gartner.
Teradata today announced the availability of four new product enhancements within the Teradata Integrated Marketing Cloud. The new offerings will help businesses improve the overall brand experience for their customers through both digital and traditional marketing methods.
Teradata’s new capabilities include enhancements in multiple areas critical for marketers, such as:
- Digital asset management and asset performance tracking.
- Real-Time Interaction Management for both known and anonymous sources.