Used properly, prospect and customer data is one of the most valuable assets a company owns.  All companies have the same goal with their data: increase customer acquisition rates, maximize customer retention, and increase sales (at the lowest cost possible). As more and more communication and commerce take place online, there’s no better time to use this data to help accomplish their goals. Online marketing continues to prove itself as the most profitable channel available. Yet many companies continue to struggle in their efforts to collect, organize and leverage their data.

For the companies that do take the time to explore their options and commit to doing more, they will learn that the process doesn’t have to be complex. With today’s impressive marketing technologies, it doesn’t have to be expensive either. It represents the best chance to maximize marketing’s return on investment. Click here for tips on utilizing data.

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As marketers and advertisers, we often use different mediums to reach our customers. Whether it’s a snappy TV commercial or an eye-catching banner ad on a website, one aspect remains the same: testing works. When you produce a commercial, focus groups are called in to give feedback on the tape. Online advertisers will test banner ads to find the best response. But many marketers miss a prime opportunity to do the same with their email campaigns.

We all know that email has the highest return on investment (ROI), but if you could make your dollar work harder for you, why not? Testing is quick, easy, and effective.  No matter what type of testing you choose to do, the setup is quite simple. All you need to do is set up two segmentations, test emails to the segmentations, and find the results. Click here to read this month’s Factory Direct article on email testing.

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