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Welcome to our world! Here you’ll find all the latest thinking in marketing along with news, case studies and other useful resources to support your programs.

The pivotal role of email address in database management

Author: Jean-Yves Sabot

Most retailers are collecting emails from newsletter signups, ecommerce, loyalty program signups and e-receipts. According to recent research, 38 percent of consumers report having two email addresses and 31 percent report having three to four addresses. But with disparate databases and volumes of customer records—some old, some new and others incomplete – how do you know if you’re reaching customers not only in the right channel but via their preferred email?

Tags: database management, database

Understanding a consumer's retailer of choice and what drives their loyalty

Author: Mike Oberle

For each retail category (apparel, shoes, electronics etc.), consumers have many choices when deciding where to make their purchase. Clearly things like price, quality and variety come into play, but as marketers, it’s important to understand why consumers choose the brands they do. And, marketers need to understand what drives these consumer brand preferences. Consider these four ‘drivers’: