DMNews Database Weekly: Starwood targeting competitors' customers with hush-hush loyalty program

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March 18, 2010 Check out DMNews on your smartphone Advertisement Do You Have a Reliable Single Customer View? Read case study summaries of how organizations have built a Single Customer View successfully and how they placed high emphasis on data quality at the start of their CRM projects. Trillium Software offers the most advanced solution to build and maintain a single customer view & establish and enforce data standards for integrated customer info. Download Whitepaper Today: "Creating a Single Customer View" News Starwood targeting competitors' customers with hush-hush loyalty program Mary Elizabeth Hurn Starwood Hotels is conducting an under-the-radar pilot loyalty initiative targeting members of competing loyalty programs. The company is keeping the effort separate from its existing loyalty program, Starwood Preferred Guest (SPG).   Gupta agrees to pay $7.4M to settle SEC charges Frank Washkuch Vinod Gupta, the founder and former chairman and CEO of recently sold database company Infogroup, has agreed to pay more than $7.4 million to settle Securities and Exchange Commission charges. The SEC alleged that Gupta fraudulently used almost $9.5 million in corporate funds for personal expenses, such as personal jet travel, a yacht, private club memberships and automobiles from 2003 to 2007.   Diapers.com testing social media, e-mail integration with Responsys' tool Dianna Dilworth Digital firm Responsys launched a platform to integrate e-mail marketing and social media on March 16. Client Diapers.com is using the tool to add more social media to its digital marketing mix.   Variable data helps make print personal Direct marketers know they can use variable data printing to create highly personalized marketing pieces. Our experts discuss the best ways to segment and measure these VDP efforts to optimize your ROI.   Marketers have data, but unsure what to do with it: Unica study Dianna Dilworth Although marketers collect large amounts of data, they struggle to apply that information to their campaigns, according to a study of global marketers by Unica, an analytics and integrated marketing firm.   Column Making direct mail and e-mail work together Greg Grdodian, EVP of the list management-data solutions group, Infogroup/Edith Roman Associates-ePostDirect First impressions mean everything, especially in business marketing, but they have to be sustained. Your message should be reinforced—many times, and in multiple channels—until the decision maker you want to influence sees you as a recognizable brand. Elite sales and marketing executives share a common trait: their ability to identify how prospects want to do business, then customize their sales pitch to reflect those preferences. Unfortunately, many marketers force the person to view their message through only one of the two most important channels: direct mail vs. e-mail. That one-size-fits-all approach that leads to marketing oblivion can be avoided by direct mail in concert with e-mail   DMNews' Essential Guide to Lists, Database Marketing & Data Services The 2009 DMNews Essential Guide to Lists & Databases is now online The 2009 DMNews Essential Guide to Lists and Databases is now available as a PDF file. Click on the image or headline to download it.   Caples Awards Dinner March 25, 2010 Join an international audience of DM creatives Click to reserve your seat
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