| Experts Corner |  Communicating intelligently with existing customers is critical, and marketing spend is heavily weighted towards this pool. But businesses cannot afford to neglect prospecting activity. So, what techniques can businesses adopt to ensure that the search for new customers is both targeted and cost-efficient ?
David Jefferies, Marketing Director, Pitney Bowes
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| Highlights |
 Getting Off on the Right Foot: Avoiding Common Master Data Management False Starts
Companies wishing to start a master data management (MDM) project may be unsure where and how to begin. After all, MDM is a journey and success or failure at the first step either defines or dooms the further evolution of the project.
by Ravi Shankar, Director of Product Marketing
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| Author: Estibaliz Delgado |
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Doc Type: Academic Paper
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| Pages: 9 | Format:
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Size: 397 Kb |
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| Abstract: Information Society Technologies and e-Commerce have not progressed as expected due to lack of security and trust. Therefore, it is needed to explore solutions to remedy this lack of confidence and thereby to establish a secure trustworthy marketplace. |
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eBusiness |
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| Author: Dirk Van den Poel |
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Doc Type: Academic Paper
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| Pages: 31 | Format:
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Size: 384 Kb |
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| Abstract: In this study, we propose a customer-oriented conceptual model of segmentation variables for mail-order repeat buying behavior. We investigate (1) from a theoretical perspective what customer-related variables should be included in response models for modeling repeat purchasing, and (2) empirically validate how these variables perform for predictive purposes. We use binary logit modeling. |
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Email Marketing |
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| Author: Peter van der Putten, Joost N. Kok and Amar Gupta |
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Doc Type: Academic Paper
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| Pages: 11 | Format:
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Size: 72 Kb |
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| Abstract: One may claim that the exponential growth in the amount of data provides great opportunities for data mining. Reality can be different though. In many real world applications, the number of sources over which this information is fragmented grows at an even faster rate, resulting in barriers to widespread application of data mining and missed business opportunities. Let us illustrate this paradox with a motivating example from database marketing. |
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Data Mining |
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| Author: Efthymios Constantinides |
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Doc Type: Academic Paper
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| Pages: 20 | Format:
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Size: 374 Kb |
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| Abstract: This paper reviews the criticism on the 4Ps Marketing Mix framework, the most popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the framework in online environments: the drastically diminished role of the Ps and the lack of any strategic elements in the model. |
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eBusiness |
Web Services |
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| Author: George S. Day, The Wharton School and Katrina J. Hubbard, Pennsylvania State University |
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Doc Type: Academic Paper
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| Pages: 27 | Format:
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Size: 211 Kb |
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| Abstract: Opinions on the impact of digital technologies on customer relationships have swung from anxiety about the threat of frictionless commerce, to enthusiasm over the prospects for cutting customer service costs and tightening connections with customers. As recently as 1999 the prevailing view was that when customers could use the internet to expand their search for alternatives, learn more about them faster and easily compare prices, that margins would shrink and loyalty would be increasingly transient. |
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eCRM |
eBusiness |
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