By Dennis Troyanos
Partner, The Troyanos Group
Database Marketers can undermine their careers when they focus on technical competence instead of business leadership. At a recent convention, my partner and I were asked to shed light on a crucial question: “How do Database Marketers Effectively Break into the Inner Sanctum of C-Suite Leadership at their Respective Companies?”
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By Jim Wheaton
Principal, Wheaton Group
Most database marketers are fooling themselves when they think they understand what is driving their existing customers to buy from them. This is because they try to allocate responses to individual promotions, using source codes and matchback processing. But trying to allocate responses to individual promotions, using these techniques, does not provide real insight into what it is that is actually driving customer behavior.
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By Jeffrey Spanbauer
Principal, Healthcare Regional Marketing
Given the economy, there is increasing pressure on sales and marketing budgets. Marketing and sales executives know that questions continue regarding where best to spend my next dollar. There is a need for a more in-depth view of the marketing mix, to ensure that the programs that are funded gain the most impact.
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By David Zaritsky
Managing Director, Harte-Hanks
The most meaningful client-agency relationships are mutually beneficial – both organizations work together toward agreed-upon objectives. What makes a client-agency relationship click? How does a marketer know if they’re benefiting fully from the partnership – or if a potential new partner will bring the right perspective, work well together with staff and other partners and deliver maximum benefit to the marketer’s organization and its customers?
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