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- One-to-One Strategy
Keeping Your Balance With Customers
by Robert S. Kaplan and David P. Norton - From product push to customer pull,
technology has vastly reshaped the business transaction-and in turn, the
customer's place in the value chain. Today, managing the customer relationship
has become the single most important dimension of enterprise strategy.
- CRM Solutions
Building Effective CRM Capabilities
by Matt Hasan, Ph.D. - CRM has been around for more than a decade now. What
follows are 12 critical lessons that have been learned from the history of
CRM implementations that companies must heed to ensure that they build
effective CRM capabilities.
- E-Mail Marketing
Doing Email Right
by Arthur Middleton Hughes - Recently a Fortune 1000 retailer worked
with Quris to create a comprehensive email program for their customers.
The company had not used emails extensively before. The goal was to show
a general increase in store activity and total net revenue through emails
to opt-in email customers. They wanted to prove that they could influence
customer behavior throgh emails.
- Marketing Metrics & Analysis
Your Web Metrics Can Be All Wrong (Part 1)
by Wil Reynolds - Issues inherent in Web data analysis make it difficult to
get accurate, insightful data. Here are five ways your data can be skewed
by the very technology you seek to leverage.
- Marketing Databases
CRM: The Power of Prediction
by Hussain Sabri - By making smart use of data and information, predictive
modeling and analytics can lead to vastly improved customer relationships
- and for your organization, intelligent, cost-efficient sales and marketing.
- Internet Promotions & Advertising
Make Rich Media Richer
by Eric Picard - Commonsense tips to getting more out of rich media campaigns.
- Customer Research
Don't Get Buried in Customer Data - Use It
by Jean Ayers - Don't blame your CRM technology. Be smarter about collecting
and using your data.
- Leading Edge Marketing Tactics
Moving to Self-Service
by Demir Barlas - Shoe company Skechers ditches its paper catalog and
call center in favor of online initiatives; cuts costs 90 percent without
losing sales.
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COMMUNICATION TO CAN-SPAM
by Chris Ulmer
There is a war
going on in cyberspace, some have likened it to the war on terrorism,
and it is against spam. On one side of the battle are consumers,
legislators, businesses, marketers, ISPs, coalitions, and task forces.
In the other corner is the ever-rising flood of email messages
pounding inboxes all day and night. For most of us the best weapon
so far against the unrelenting attack has been the blessed Delete
button. I personally fire my Delete button thirty to forty times a
day, and I probably have over ten thousand confirmed kills over the
past year. Well like many of you my trigger finger has grown tired,
and the prevailing question is how a cease-fire can be accomplished?
A
variety of solutions and approaches to deal with spam, including
better technology and new laws, have been presented by the different
parties involved, but overall there has been so many differing
opinions that agreement on which approach would be best has yet to
occur. This lack of agreement can be for the most part attributed
to one reason, a lack of communication over the years between the
participants fighting spam. The FTC's Spam Summit of 2000 was a
closed event where mostly legislation and formal definitions of
permission, such as opt-in, were discussed but nothing was settled.
For the Spam Summit held this past April the FTC got the ball
rolling in the right direction. They made the forum open to the
public and it was well attended by individuals and companies from
lawyers to ISPs and blacklist operators. While again no plan of
action was decided on, the forum did show there is a real need for
communication in the email world.
Since the
FTC's Spam Summit groups have been getting together fostering the
idea that, through communication, legislation may not be necessary
if emil marketers can police themselves. Steps toward this include
the DMA's document, "E-Mail Delivery Best Practices for Marketers
and List Owners", which will include among many items a definition
of permission-based e-mail marketing. The goal of documents like
this is to create consensus in the industry so action can, and
should, be taken when the rules are broken. It is not my point
to say federal legislation should not be made, just that
communication and consensus between the parties fighting the
war on spam is a much needed first before a peace treaty is signed.
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