2011 White Papers

Dec 2011

Viewing Faith-Based Fundraising Through a CRM Lens

Customer Relationship Marketing (CRM) success may seem out of reach for the typical faith-based nonprofit. But the principals of enterprise CRM are more about a change in the organizational mindset, which puts the constituent at the center of the communications strategy.

Nov 2011

A Brave New Advertising World: The Future of Search Marketing

With the lines between media and channels blurring, the ability to understand the consumer and segment for a more targeted audience is essential for a better and more enticing engagement with the consumer.

Nov 2011

Healthcare Reform's Fundamental Impact on Insurance Marketing

In the long history of American business, few events have fundamentally transformed an industry more than the Patient Protection and Affordable Care Act (PPACA), commonly known as the Healthcare Reform Act. Only those carriers equipped to adapt to these system-wide changes today will succeed in the reformed markets of tomorrow.

Nov 2011

Optimizing Distributed Marketing for Insurance and Wealth Management

Companies with an organizational structure that includes a distributed sales and marketing force often face unique challenges when trying to identify, understand, build relationships with, and ultimately establish metrics around their customer base.

Oct 2011

Connecting Mobile Data to the Customer Database

Today, most mobile data is never connected to the customer database. This is an enormous missed opportunity for multi-channel segmented marketing. Connecting mobile data to the customer database enables much more than measurement and reporting, it enables analytics and insights that provide a more robust view of customers. Getting started can be achieved in a low risk, phased approach.

Oct 2011

List Sourcing Optimization Point of View

Gone are the days of choosing lists based only on customer geography, demographics and segmentation, mixed with a little intuition and a gut feeling. The influx of data types and sources, combined with massive amounts of existing historical information, has made list decision-making more complicated than ever before. To solve this challenging problem, Merkle has developed List Sourcing Optimizer (LSO), a comprehensive solution that leverages Merkle’s top-rated thought leadership in the areas of data integration, database, and advanced analytics.

Sep 2011

Merkle Connect – A Social CRM Agency

With consumers migrating in unprecedented numbers toward a wide array of social media vehicles, there has been a massive shift in the amount of influence they have on each other’s decision-making processes. As marketers, we find ourselves scrambling to harness the power of social as a customer relationship marketing (CRM) tool.

Sep 2011

Customer Centricity: A Journey, Not a Destination | Point of View

Companies that place the customer at the center of their business drive higher results than those that are strictly focused on pushing products through buying channels. But migrating an organization toward customer centricity is a dynamic transformation, not a static project with a clear completion date.

Aug 2011

View on the State of the Nonprofit Industry 2011

The last few years in the nonprofit industry could easily be described as “game-changing.” Nonprofits have never seen such drastic shifts. And, perhaps most unique is that these shifts have affected not only performance and results, but almost every part of an organization’s marketing & fundraising efforts. The very foundation of traditional, charitable fundraising strategy has been called into question.

Aug 2011

View from the Nonprofit Inbox 2011

Review lessons learned from Merkle's latest installment of its View from the Inbox™ national study, designed to measure and track attitudes and behaviors among U.S. users of digital and emerging media.

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2011 White Papers