Simon Foster

Facebook ‘likes’ don’t increase brand preference or sales

Here's an iron for the fire: "Facebook 'likes' do not cause increased brand preference or increased sales so marketing campaigns designed to increase the...

Social Media Metrics Made Simple: Focus on Sales and Customers

I am amazed that so many people spend so much time defining and discussing social media metrics. Why? Because the answers marketers (and shareholders)...

Is Social Media CRM’s new platform?

For many years CRM has been a "direct" channel delivering one way communications to customers. Now, with the advent and maturity of social media...

TV product placement goes live in the UK from February 28th

If you are tiring of the barrel load of hype about how your brand can't possibly survive the next week without a social media...

2011 marketing predictions: The death of mass marketing has been greatly exaggerated

No doubt there will be many a New Year marketing prediction over the next few days. The most common theme is likely to...

What is predictive modeling in marketing?

Predictive modeling is a term with many applications in statistics but in database marketing it is a technique used to identify customers or prospects...

On a clear day: Measuring ROI in Social Media

Measuring ROI in social media is a big concern for marketers as they consider moving budget away from traditional media channels and into social...

How is multivariate data analysis used in marketing?

‘Multivariate’ means ‘many variables’ and in the context of marketing it usually means analysing multiple variables from customer records to get a deeper understanding...

What can a database record tell us about customers?

Your customer database is a potential fountain of opportunities to improve campaign targeting, creative messaging and return on marketing investment. Good database analysis...

Data planning and qualitative research – mind the gap

I once attended a research debrief to report the results of a survey into the communication effects of a direct mail campaign. The survey...

Marketing data analysis gets you closer to customers

Smart data analysis can be a major source of campaign insight and even competitive advantage for brands and advertisers. The customer data owned by...

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