VIEWS: 8 PAGES: 3 CATEGORY: Business & Economics POSTED ON: 6/13/2010
"With the outdoor installations, we wanted people to experience the benefits of the vehicle, so the solar cooling stations are really a product demo," [Mike McKay] said. "We're trying to reach people in a Prius sort of way, giving them a little something to engage with rather than just talking at them."
However, the real reason why : Database marketing agency data quality has become so impor- Merkle has acquired data quality tant in 2009 and why an acquisition solutions provider CognitiveData, like this makes sense for Merkle is a company that has quickly grown because costs continue to rise for : The FTC filed suit in Chicago since coming on the scene in 2001 mail, and marketers are looking for federal court on May 14 against as a result of its proprietary data ways to be “smarter” about how companies it said were responsible hygiene technology. Terms of the they go to market, said Patrick. for millions of deceptive, computer- deal were not disclosed. “Once marketers learn to mail ized phone calls offering extended The move reflects the growing smarter, they continue to mail bet- vehicle warranties. importance of data and analytics ter even after the economic envi- In two related complaints, the FTC to today’s marketers and, there- ronment gets better,” he said. took action against the promoter fore, to marketing service pro- Peg Kuman, CEO of Telematch, of the warranties, Transcontinental viders and agencies. The current agrees. “Particularly in a climate Warranty Inc., as well as the tele- economic environment is simply like this, people are much more marketing companies hired to carry accelerating trends that have been focused on knowing who their out the campaign: Voice Touch Inc. pushing marketers toward a closer best customers are,” Kuman said. and affiliate Network Foundations examination of data over the past “To that degree, the more you can LLC. The companies could not be few years, such as increasing costs made two acquisitions to improve The economy “is driving sig- learn about what makes buyers reached for comment. and demands from higher-ups for its data dashboarding, analytics and nificant attention to data quality” respond and what makes non- “The FTC is seeking a tempo- greater accountability. database management. among marketers, said Don Pat- buyers non-responsive will make rary restraining order to put an Epsilon recently created a new Even more traditional advertis- rick, COO at Merkle. you a better marketer.” immediate halt to these calls,” said business intelligence division, Epsi- ing agencies are shining a light In fact, in the past year, five out While Merkle’s expertise lies in chairman Jon Leibowitz. lon Targeting, which combines its on data, with WPP recently part- of Merkle’s top 10 clients have building databases and high-vol- The agency contends the com- data services, databases and co-op nering with Omniture and Ogilvy signed up for CognitiveData’s ume data input, CognitiveData’s panies are operating a “massive Abacus under one umbrella. Also, North America partnering with services. Merkle has been offer- focuses on refining small sets of telemarketing scheme” to deceive last week, marketing and informa- Unica and Pluris in order to ing CognitiveData’s services to data to optimize postage savings consumers and pressuring them to tion services provider Telematch Inc. enhance their data offerings. its clients for two years. buy extended warranties. Accord- ing to the FTC, one defendant claimed that he makes 1.8 million dials daily. The American Teleservices Association governmental affairs director Joshua Scism applauded the FTC’s action. “We are extreme advocates toward compliance and of-home installations, print and consumer protection. We want
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