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Game Changers Volume III, February 2011

Breaking Through the Database Ceiling

By Dennis Troyanos
Partner, The Troyanos Group

Database Marketers can undermine their careers when they focus on technical competence instead of business leadership. At a recent convention, my partner and I were asked to shed light on a crucial question: “How do Database Marketers Effectively Break into the Inner Sanctum of C-Suite Leadership at their Respective Companies?”

Stop the Insanity!

By Jim Wheaton
Principal, Wheaton Group

Most database marketers are fooling themselves when they think they understand what is driving their existing customers to buy from them.  This is because they try to allocate responses to individual promotions, using source codes and matchback processing.  But trying to allocate responses to individual promotions, using these techniques, does not provide real insight into what it is that is actually driving customer behavior.

Evolving and Winning in the Healthcare Industry

By Jeffrey Spanbauer
Principal, Healthcare Regional Marketing

Given the economy, there is increasing pressure on sales and marketing budgets. Marketing and sales executives know that questions continue regarding where best to spend my next dollar. There is a need for a more in-depth view of the marketing mix, to ensure that the programs that are funded gain the most impact.

The Perfect Match

By David Zaritsky
Managing Director, Harte-Hanks

The most meaningful client-agency relationships are mutually beneficial – both organizations work together toward agreed-upon objectives. What makes a client-agency relationship click? How does a marketer know if they’re benefiting fully from the partnership – or if a potential new partner will bring the right perspective, work well together with staff and other partners and deliver maximum benefit to the marketer’s organization and its customers?

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