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March 08, 2017
Customer Think

Customer Loyalty: That’s Where the Money Is

When Willie Sutton, a highly successful bank robber in the 1940s, was asked about why he robbed banks, he responded – “because that’s where the money is.” When data-driven marketing analytics was coming of age in the late 1990s, consultants of all stripes echoed Willie’s comments in their defense of a marketing mix that favored customer retention over customer acquisition.
Author: James Vander Putten
Topics: Promotions & Customer Loyalty Solutions
February 14, 2017
Martech Today

Marketers, think outside the list

As marketing evolves, it’s imperative that business leaders and marketers constantly assess their approaches and rethink their customer and prospect engagement strategies. I often write about customer data as corporate assets, but the language, tools and activities around customer data are changing. Shifting from lists to audiences
Author: Jose Cebrian
Topics: Performance Media & Digital Advertising
February 06, 2017

Preliminary Report on Charitable Direct Mail Contribution Volume in 2016

As I have for four consecutive years, I’m starting 2017 off with a report on last year’s charitable giving volume. The analysis is based on 17 million individual direct mail contributions received in 2016 by more than 60 national nonprofit organizations. It encompasses six primary charitable sectors served by Merkle’s Response Management Group.
Author: Greg Fox
Topics: Nonprofit
January 31, 2017

Data Management Platforms: Nailing the Implementation

So now that you’ve acquired a data management platform (DMP), it’s now time for you to set it up. A DMP implementation is a very iterative process, so you’ll need to prepare in advance. Some components of the implementation may be complete before others, and that is perfectly normal. A successful implementation will be revisited and tweaked to ensure long-term relevance of the tool.
Author: Sunil Rao
Topics: Analytics
January 30, 2017
NC State University

Digital Fundraising in a Donor-centric World

Over the past five years, online giving has become the growth engine for nonprofit fundraising. Within the online landscape, digital advertising – paid search, social, display, and video advertising is increasingly a critical component of online fundraising success. More broadly, it is certainly the next frontier in direct response fundraising for nonprofits.
Author: Jeffrey Patrick
Topics: Nonprofit