Judy Mitchell is Vice President of Client Services here at The Kern Organization. In this video, she discusses a case study about a client that presented Kern with an interesting growth challenge in an especially competitive segment of the high-tech industry. And how, by using best practices in database marketing and in-depth tracking and analytics, Kern was able to rapidly grow the client’s business.
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Every database marketing program begins with a rhetorical question that the marketer already knows the answer to: How good is the data?
The answer is usually, “Not good,” because many companies overlook the essential first step of Knowledge Discovery in Databases (KDD):
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Marguerite Gardiner, the Countess of Blessington, wrote Conversations with Lord Byron in 1834.” In describing the poet, she said “Genius is the gold in the mine; talent is the miner who works and brings it out.” Today, if we substitute the word “data” for the word “gold,” the statement still rings true.
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B-to-B Response Databases: A Comparative Analysis, the 2nd annual study of online sources of B-to-B data, published by Bernice Grossman, president of the DMRS Group, Inc., and Ruth P. Stevens, of eMarketing Strategy, has been released. The study focuses on the volume and accuracy of B-to-B Marketing Data provided by three response database suppliers.
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