Subject: The quid pro quo of data collection

From: Chief Marketer <[email-masked]>
Date: Tue, 9 Jan 2007 12:18:54 UT

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January 9, 2007 | A Prism Business Media Publication

TABLE OF CONTENTS

Something for Something Drives Data Collection
Five Keys to a Well-Managed Brand
Three Reasons Your Company's Strategy May Be Failing
When All You Know Is an E-mail Address
Last Chance to Save on MCM Entry Fees

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Muzak Makes Sound Investment

Within months of becoming a Oneupweb client, leads and sales soared for audio architecture icon, Muzak. Bob Finigan, VP of Product & Marketing says, "it's been an excellent business investment." To read more success stories about what Oneupweb has done for leading companies such as your own, click here.

This Week's Stories

Something for Something Drives Data Collection
When it comes to interactive promotions and collecting customer data, there most certainly is a quid pro quo. But there's more to it than, say, offering consumers who provide you with their name and address the chance to win a sweepstakes.

In his latest CHIEF MARKETER column, "Precision Marketing" coauthor Jeff Zabin discusses the importance of determining which data you need and creating an equitable value exchange with your audience so that they agree to give you the information you want, setting the stage for a profitable permission-based, data-driven relationship. Click here to learn more.

Five Keys to a Well-Managed Brand
Brand management seems to be a subject of renewed focus, at least among this week's CHIEF MARKETER contributors. Patrick Ohlin of branding agency CoreBrand, for example, discusses the convergence of customer experience management and brand management, particularly when there's a need for damage control. For his suggestions regarding how to ensure brand alignment, consistency, and simplicity--and ultimately an improved customer experience--click here.

Three Reasons Your Company's Strategy May Be Failing
Of course, the implementation of a brand strategy is key to effective brand management. But many organizations, according to Scott Glatstein of strategic marketing firm Imperatives, fail to properly execute the strategy.

"Companies invest so much time, energy, and money into identifying market opportunities and developing the perfect differentiating strategy to exploit them," Glatstein writes. "Yet the vast majority of these business efforts fail. Quite often, companies and organizations blame their business failures on poor strategy. In most cases, however, it's not the strategy or the plan for approaching the marketplace that should be blamed. It's the implementation of that plan and the company's inability to keep its promise that cause the enterprise to falter."

For Glatstein's advice on how to prevent your branding stategy from failing, click here.

When All You Know Is an E-mail Address
"With a large and active e-commerce marketing list--one that's Can-Spam compliant, platinum-plated, and enhanced with dozens of self-provided data points on life stage, category purchase history, and technology usage--you can pretty well match any product to its likely purchaser," writes Loyalty Lab executive David Rosen. "But what if you don't have that depth of information? What if the only thing you have is an e-mail address?"

The good news is that there's plenty you can determine regarding a potential e-mail recipient's responsiveness just by looking at his e-mail address domain. Rosen shares stats regarding response rates and much more and offers some actionable tips at www.ChiefMarketer.com.

Last Chance to Save on MCM Entry Fees
"Multichannel Merchant" (a sister publication of CHIEF MARKETER) is now accepting entries for the 22nd annual MCM Awards, the most prestigious awards program for catalog, Internet, and multichannel marketers--and if you enter before Jan. 11 you can save $75 an entry. (The final deadline is Jan. 23.) For more information or to enter online, go to www.MultichannelMerchant.com/toolbox/awards/ or contact Heather Retzlaff at [email-masked] or 203-358-4233.

Learn about Muzak's sound investment by reading Oneupweb Success Stories.

For more information
contact Paul Capone at 508.370.0865.

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