Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Database marketing meets digital analytics

In the white paper, entitled 'Web analytics marries database marketing', Celebrus' vice president of marketing, Katharine Hulls, and Semphonic's vice president of digital analytics, Matthias Bettag, illuminate what they believe to be the considerable business value that can be gained by the bringing together of "something old and something new".

By uniting traditional database marketing techniques and new digital analytics data, Hulls and Bettag explain how an organisation can use its online data much more effectively to grow revenue, increase customer engagement, enhance brand loyalty, and optimise its marketing effectiveness.

According to Hulls, "Through using the two disciplines, techniques, data types and mind-sets to explore this new way of thinking, organisations can generate even more value from their analytics and marketing teams. This can help increase customer loyalty, improve new customer acquisition and enhance the customer experience for long-term growth and success."

The paper goes on to highlight four examples of how to bring together these traditionally separate disciplines and feed a digital database marketing team with streams of highly 'granular' online data. This marriage of digital analytics data and database marketing techniques can, the authors argue, provide organisations with a deeper understanding of customer analytics and drive effective marketing actions - including one-to-one personalisation, lifecycle attribution modelling, predictive campaign optimisation and channel cost reduction.

"Web analytics has evolved considerably since its beginning in the 1990s and has now matured to become 'Digital Analytics'. By contrast, database marketing is a long-standing discipline with well-established methodologies to explore data and generate actionable insight from it," added Bettag. "By developing an appreciation of database marketing, its techniques and value, and collaborating on projects and ideas, organisations can truly look to maximising the impact of both disciplines and then share the glory of achieving improved results."

The paper asserts that digital analytics is no longer just about websites; it now includes the growing array of digital channels including mobile devices, apps and social media. This insight enables a company to understand customer trending and overall online behaviour, which is valuable to build better websites and increase conversion rates. It looks at the value database marketing brings and how that, until recently, it has been challenged by the lack of individual-level data required from today's digital channels in order to get maximum value from the discipline's well-proven tools and methodologies.

However, Hulls and Bettag go a step further, explaining how, as a result of individual-level digital channel data now being available, organisations can use digital database marketing to truly understand and interact with individual customers and transform the quality of their customer engagement.

The complete white paper has been made available for free download from the Celebrus web site - click here (web cookie opt-in and free registration required).

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)