“The Smart Way to Send: How Travel Segmentation Supercharges Direct Mail”
Travel marketing is flooded with digital noise. But what can cut through the clutter? Something tangible. Something people actually open. Direct mail has become the unsung hero of travel marketing especially when powered by data. Why? Because when…
Why Lead Generation Matters More Than Ever!
Lead generation is the lifeblood of customer acquisition. At its simplest, it is about finding people who genuinely want what you offer. But the way you find them – and the quality of the data behind the scenes – is what separates…
Travel Brands: Cut Mail Costs by 20% and Hit Peak Booking Season at Full Power
Every January, as Britain crawls out of its festive food coma, something magical happens; the nation starts dreaming of escape. Search engines light up, phones buzz with flight alerts, and holiday wish lists grow faster than airport queues. For…
How to Use First-Party Data to Drive Local Store Visits
In the optics and audiology sectors, one of the biggest marketing challenges is bridging the gap between data and physical store footfall. It’s one thing to know who your customer is. It’s another to get them off the sofa and into a Specsavers,…
A Library of Consumers: How ‘everyone’ Guides Your Marketing
For brands, those books represent consumers. Each one holds a unique story of interests, habits, motivations and aspirations. But unless you know where to look, your marketing risks becoming guesswork: broad, unfocused, and ultimately inefficient.…
Experian and the ICO
About a month ago, the disagreement between the ICO and Experian finally headed towards closure with the following sentence: “The Information Commissioner’s Appeal is dismissed.” This succinct statement was followed up by 57 closely written pages of…
Agencies Marking Their Own Homework
This week I’ve been reminded of a phrase that follows all agencies around. I asked a charity to upload all of the donors they’d recruited since the drop date of their last Direct Mail campaign. I wanted to show them how many people had received a DM…
CDP, SCV, CRM: TMI
Platform your LTA isn’t cutting it but you can’t switch to MTA or MMM because your CRM isn’t a CDP so can’t deliver you an SCV – sort it out PDQ! Even amongst the ‘Three-Letter-Acronym’ besotted English-speaking (texting) world, the data-driven…
Why Is Everyone Talking About Legitimate Interests
"…examples of processing that may be processing that is necessary for the purposes of a legitimate interest include … processing that is necessary for the purposes of Direct Marketing," Explosive stuff, no? Well… maybe. This is a clause that…
Privacy and the Value Exchange
Gartner, the technological research consultancy, conducted a study into the opinions of CMOs in Europe, the UK and the US over November and December 2022. The headlines coming out of that research suggest a slightly gloomy picture for marketers…