Recently added articles from Journal of Direct, Data and Digital Marketing Practice:
The current view and outlook for the future of marketing automation.(Editorial by Guest Editor Bruce Biegel)(Report)
Jan 01, 2009; ... Introduction: Why marketing automation matters (a lot) Whether powered by a Microsoft Excel spreadsheet, marketing resource management (MRM) platform, online advertising exchange or interactive 'widget', marketing automation has become critical to overall marketing management, ...
Marketing automation systems integration: the art and engineering to make it all work seamlessly.(Special Issue Papers)(Report)
Jan 01, 2009; ... Introduction Today's empowered customers, coupled with the increasing number of marketing channels, are pushing the need for truly customer-centric marketing, driving marketers to leverage unprecedented volumes of customer data on shorter and shorter timescales. ...
Campaign execution: new technology platforms offer multichannel solutions.(Special Issue Papers)(Case study)
Jan 01, 2009; ... Executive summary Background For the better part of the last 50 years, marketers and their clients have been reaching customers and prospects by way of targeted direct mail. Solo mailings to business and consumer addresses were personalised at the outset because of ...
Competing on web analytics.(Special Issue Papers)
Jan 01, 2009; ... Introduction In 2006, Tom Davenport got the attention of the entire business community by suggesting in the Harvard Business Review (HBR) that companies could create a sustainable and strategic competitive advantage by investing in analytics. His paper Competing on Analytics was ...
Measuring stock market reaction to sponsorship announcements: the case of Fiat and Juventus.(Abstracts)(Fiat and Juventus football clubs)(Abstract)(Case study)
Jan 01, 2009; ... CASE STUDY Journal of Targeting, Measurement and Analysis for Marketing (UK), Vol. 16, No. 3, p. 169 (12pp) Notes a renewed rise in sponsorship deals, which more than doubled in value between 1996 and 2004. Sets out to examine which party benefits most from a sponsorship ...