Articles

The importance of growth for a business is no secret. It helps a business drive value, serve customers, attract talent, and contribute to the community and society at large. This is especially true for the health insurance business.

Today’s marketer is experiencing a renaissance in one-to-one marketing. This is driven by our ability to better master the marketing funnel through the unification of the consumer experience across all media and channels. We are able to target a specific persons in the upper parts of the funnel that were, in the past, reserved for mass communication to create awareness.

Email is a powerful medium. It has a unique combination of scale and speed. It’s one of the few levers marketers have to drive short-term results, from online revenue to event registration to app downloads and so on.

In the Digital Age, financial marketers are increasingly worried that about their brand’s ads appearing on websites alongside inappropriate content. Thanks to the mainstream media’s coverage of issues like fake news and ad fraud, the subject of “brand safety” has become a hot topic in the online marketing world.

Most organizations use considerable energy answering one question: Am I spending my resources effectively? Then another question is posed: Is my measurement accurate? Nonprofit professionals fall into one of two categories: 1. My reporting could be improved, but it is time tested and familiar. 2. I need reporting on every interaction my organization has with a donor.

Managers of retail loyalty programs have a new metric to remember. It’s the number five. The 500Friends Q1 2017 global survey of loyalty program members and loyalty program managers examined the state of loyalty in the retail and consumer packaged goods (CPG) sectors — revealing a number of surprising findings. Most consumers in North America, Europe, U.K.

In a previous blog post, I briefly examined what appears to be a growing sentiment in the nonprofit industry that direct mail fundraising is somehow flawed. Fundraisers have been slow to abandon outdated business practices or to evolve quick enough to react to the mounting challenges facing nonprofits today—and yes, there are many that we must overcome.

Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. As the Global CIO of Merkle, I lead a team that faces many challenges in delivering information technology services to the Merkle enterprise and to our clients.