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Integrated Marketing Association

Database Marketing

By Shawn Elledge

How to Avoid the Dangers of Data-Bias

When read incorrectly, data can tell you anything you want to hear. Here’s how to avoid data bias and benefit from what your data is really saying.

By Nick Jaworski

Five Words of Warning for Corporate America: How Big Data Lost Us the Vietnam War

Despite being involved in a number of subsequent wars, the Vietnam War remains one of the most vivid and painful memories of a war waged by Americans abroad. After victory in WWI and WWII, this was America’s biggest defeat, causing extensive rifts within the country itself. While there are certainly many factors that led to […]

By Laura Patterson

Benchmarking: How to Determine the Value of Your Marketing Efforts

To survive and thrive in a competitive business environment, companies are being hammered to continuously adapt and deliver more, faster, better, and less expensively. How do you know whether you did? You need to establish and use the right metrics. For Marketers, metrics are the key to assessing and improving a company’s capabilities and processes. In […]

By Shawn Elledge

Database Marketing

The term database marketing refers to the practice of using data sets to optimize marketing activities. Database marketing enables brands to create targeted and personalized campaigns for more effective return on marketing investment (ROMI). Depending on the type of marketing – B2C or B2B – marketers may collect different types of data. Both commonly use […]

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