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Metrics

Navigating the treacherous waters of Big Data

“Not everything that counts can be counted, and not everything that can be counted counts.” This quote, often attributed to Albert Einstein, originated before the evolution of data-driven marketing and Big Data. Yet now, more than ever, we should reflect on what it means in the context of how our marketing decisions are

Is ‘lean marketing’ a pipedream?

You'd have to be kidnapped and isolated on a desert island or live a media reclusive life not to be aware we are living through a massive global 'correction'. A collision of financial, supply and demand, shifting superpower and technology dynamics, occasionally exacerbated by natural disasters, plays constant havoc with accepted customer

What are the four models of integration?

Ahead of her keynote address at the DMA Integration Summit: The customer & the orchestra on 12 March, Kate Cox, Head of Strategy for Havas Media, outlines the different types of integration used by marketers today. Real time, dynamic, flexible marketing is the order of the day in most marketing circles. But how can this ideal be

DMA Awards: What do I know about direct marketing?

I know what you’re thinking. And I must admit, I didn’t think I was the most obvious choice to lead this year’s DMA Awards judging panel either. After all, what does a bloomin’ designer of fashion products and social housing projects know about the direct marketing industry? Well, a little more than I first appreciated. It was

Big Data and CRM: déjà vu?

Recent discussions around Big Data have a certain familiar ring to them. With technologies and techniques being showcased by vendors and assurances being given about improved business efficiencies, the conversations hark back to conferences a decade ago that focussed on the possibilities afforded by CRM. Back then we all listened

Do you need Pinterest or Instagram in your social marketing plan?

Through the launch of Pinterest and Instagram, there’s been a recent shift towards a greater emphasis on sharing visual material. While both have legions of fans and are being given the financial vote of confidence by investors, does this mean that marketers need to incorporate these two platforms in their social marketing? A quick

Give your CRM a personal touch

Over the last few years, customer relationships have become harder than ever to manage. This shift is partly due to customers receiving more generic rather than targeted information and offers. Marketers, therefore, need a strong customer relationship management (CRM) strategy to effectively connect with their customers. CRM has been

Is Facebook really a marketing fallacy?

Whatever your personal view, you have to admit that Michael Wolff’s recent article, The Facebook Fallacy had a certain cage-rattling style in its gusto. The piece, which is well worth a read by the way, essentially argues that, without an earth-changing idea, Facebook will ultimately collapse and “take down the web.” The

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