Blog Archives

Is knowing my pet’s name valuable?

In today’s world of ever increasing data availability, volume and variety the challenge to know which data is valuable to you is a key step in starting to build a marketing solution. An often cited response is that ‘all data

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Maslow’s Hierarchy of Needs

This year sees the 70th anniversary of Maslow’s Hierarchy of Needs*1. I decided to apply this approach to Database Marketing, showing the journey from the basic capability to the future of fully integrated, contextual and real-time capabilities. The model proposes

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5 Top Tips to consider when building your Marketing Solution

Prior to the start of any project a key pre-requisite is an understanding of your goals, objectives and requirements, with phases of discovery and definition required to identify your needs and to deliver a solution which meets your goals.  

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Discovering the Requirements – When and how will the solution be delivered?

In the last posting we looked at discovering a complete view of the data sources & data feeds to a granular level, as well as an understanding of data management requirements needed to support the delivery of your customer marketing

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Discovering the Requirements – How much data will I need?

In the last posting we looked at understanding your analysis and reporting needs. We will now discuss the data required to underpin you Customer Marketing Solution, reviewing how this is identified, understood and used to help build the solution. This

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Discovering the Requirements – How do I know if I am delivering the right solution?

In the first posting we established the need for having clear business goals and objectives, when looking to deliver a Customer Marketing solution. This initial step will now be expanded on to look at how you approach the definition and

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