Turning a mistake into success
By Todd Grossman What happens when a pricing error has the potential to become a PR nightmare? Hong Kong Airlines (HKA) had to find a fast answer to this question last August when online bargain-hunters noticed an astoundingly low price for one of its transpacific flights: too low, in fact, …
Successful product placement in online mobile games
By Neale Orinick Integrating real life products into free-to-play online mobile games can be mutually beneficial for brands and developers. Case in point is Nordcurrent: a Lithuania-based international publisher and developer of free-to-play and casual games for smartphones and tablets. In late 2017 Nordcurrent formed a partnership with Coca-Cola, placing …
Home, now more than ever, for the call centres
By Brendan Read Direct marketers looking for ways to cut call centre costs and improve performance may find the answer is right at home, with home-based call centre agents as in-house employees or outsourced. I wrote that opening sentence in “Home for the call centres” published in the August 2005 …
Why and when to use AI-based marketing modelling
By Richard Boire The concept of artificial intelligence (AI) is the sort of thing that sets imaginations ablaze. To the general public, AI evokes images of everything from automated contact centres to advanced robots intent on global domination. It sounds futuristic, but to experienced analytics practitioners in marketing—and direct marketing …
Ensuring the connections with your customers
By Ken Zrobok When many Canadians think of disasters they look at the horrific events that occur in other countries. But Canada is also vulnerable to damage and destruction caused by nature and by people. According to the Canadian Disaster Database, the following disasters occurred in a span …
Marketing in a world of fragmented media
Five ways data analytics companies and ad agencies can work together to connect with consumers Two decades ago, the notion of targeting messages across media channels using analytics was a marketer’s dream. But the cost of execution outweighed the return on investment. Advances in technology now make this a relatively …
Integrated payments are changing business operations and the customer experience
In a world where customer needs are rapidly evolving, how will your organization remain accessible and relevant? One area not to overlook is how a business accepts payments. The successful operation of a business requires multiple systems to keep the back office organized, your front line humming and customers happy. …
Integrated payments are changing business operations and the customer experience
In a world where customer needs are rapidly evolving, how will your organization remain accessible and relevant? One area not to overlook is how a business accepts payments. The successful operation of a business requires multiple systems to keep the back office organized, your front line humming and customers happy. …
The great data debate: Individual versus geodemographic
Why your customer data may not be enough As an industry veteran committed to helping organizations leverage data to make better decisions, I am often reminded of the great Yogi Berra’s comment “It’s déjà vu all over again” when I hear marketers debate the benefits of individual versus geodemographic …
Data governance: Priority in a data-driven world
Creating a roadmap to protect and manage vital data assets As organizations continue to embrace the benefits of leveraging data both big and small, data governance as a strategic business program has never been more important. A solid data governance policy not only mitigates the risks associated with data mismanagement …