Aggregated data pools have become a primary source of data for many organisations in the b2b arena. Marketers using this data are able to deliver adequate results, and the relatively low cost makes them commercially viable. Yet even though I’m not suggesting that working with an aggregated pool will...
Shock, horror...someone has been selling mobile contract data, allegedly owned by T Mobile, onto other network providers. Brokers, those despicable middle-men working in the dark shadows of the marketing world, are implicated in the scandal. Poor T Mobile customers have been 'cold-called' (a...
Thanks Wieden & Kennedy for pimping up ugly old data with this beautiful jewellery range based on fluctuations in major financial data. Their brochure describes the moment of inspiration which gave rise to the jewellery idea: data can actually be beautiful but only when you squint at it. In my experience...
Lord Leverhulme famously said that “Half the money I spend on advertising is wasted, and the problem is I do not know which half”. In a downturn it is vital that none of the marketing pound is wasted and as planning director at Leeds-based direct response agency PCD, I can reveal how to be smarter with...
Suppress, suppress, suppress is the mantra of the data industry. It is a critical element of the campaign process to ensure that we: - Comply with the Data Protection Act. - Reduce wastage from mailing goneaways and the deceased. 59m* pieces of direct mail a year are sent to the deceased. - Avoid reputational...
Artists, advertising creatives and the crew at West Coast Customs have always known it: our senses are drawn to things we find beautiful. The downside is that this is a emotive reaction, hard to predict and control. Take Sarah Jessica Parker for example. No thanks. But beauty is a tool that market research...
The Tories will slash social research spend. It has thrived for over a decade since Labour had the brilliant idea of actually listening to the electorate, but opponents have always mocked Labour’s perceived reliance on research. Measuring everything brings new accountability to Government, but perhaps...
Digital digital digital – isn’t it wonderful?! With its power to engage, its speed, the huge choice and access it offers consumers and, not least, the vast opportunity it provides for marketers to get under the skin of prospects and customers like never before. Well, a resounding ‘yes’ to all of the...
Any good chef will know that even their most favoured recipe will be doomed to failure if they use sub-standard ingredients. Many will rise before dawn to hit the best local markets to secure the very best produce, and some will even fly in the raw materials of their soon to be culinary delights, from...
Just back from my Hawaiian honeymoon, mai-tai-addled and catching up on the mail blocking my entry to my flat, I tripped over 4 copies of Media Week to spot Rob Taylor’s Best of the Blogs post – Do you have a feeds director? It was hula music to my ears! Talking about Bing and Farecast in the US, he...
