Demographic Profiling – Once data has been consolidated and householded, you can and should append demographic information to your retail customers and firmagraphic information to your business customers. The money you’ll save in marketing costs is far greater than what you’ll pay to append demographic information. Web Behavior Profiling – Different segments of your customers will use your website differently, and search for information differently as well.  So they decided to offer Mac visitors the higher-priced travel offerings and PC users the lower-priced deals.  MORE >>

When we provide additional information about the underlying population, it shows that Legal Services has the smallest number of customers. Vida Tamonshunas. The SIGMA employee book club is reading Thinking, Fast and Slow by Daniel Kahneman. If you haven’t read it yet, it’s a fascinating book on psychology and decision-making, and highly relevant to those of us who analyze and share data for the purposes of extracting insights and developing marketing actions. Unfortunately, all that hard work is lost if our audiences don’t get it or jump to the wrong conclusions. MORE >>

We recently shared some information on our blog about best practices for including plain text emails. A while back we put together an internal task-force to make sure that at SIGMA, we adhere to email best practices for our clients. As we navigated through the review process of best practices for email, we found that even communicating about campaigns internally and with our clients required some standardization of terminology around email marketing campaigns MORE >>

Be sure to use information about your current clients as well as third-party data to develop a scoring approach that will allow you to tier your prospect base. Today tools are available to deliver templates, content libraries and databases to automatically construct personalized communications that speak to each affinity member uniquely, in an informative and effective manner. One of its principal values is the provisioning of consistent and timely information across the partner ecosystem. Targeting the Right Affinity Partners. Optimize Affinity Member Targeting. MORE >>

For instance, if your standard match keys require an address and your source data does not contain address information, your match keys are essentially useless.  Nick Severino. One of the keys to a successful B2B marketing database is an effective data hygiene strategy.  Data hygiene, for our purposes, can be defined as the software and processes that are used to parse, standardize, validate, verify, match and load data into a database. Get your data hygiene strategy right and your marketing database can be used to drive results for your acquisition, growth and retention campaigns.  MORE >>