DM p22-26 bureaux Dec08.qxp 02/12/2008 11:55 Page 22
Database Bureaux
Increasing numbers of businesses are coming to the realisation that in order to maximise
profits from their online activities, one of the best places to look for help is the old masters of
data integration, the Marketing Services Providers, says James Lawson.
Driving online revenues
D
igital marketing moved beyond static web Finally, email and
pages and email blasting some time ago. To
web are evolving
reap the most profit from the swelling ranks
to the point
of online buyers, companies now must set up, man-
where it really is
age and optimise a dynamic, database-driven online
marketing operation. And who better to help than
just another
those masters of customer data integration, the channel.
Marketing Service Providers.
Richard Lees, managing
director, The Database
Group.
Advancing digital
“Finally, email and web are evolving to the point website or to blast exactly the same email offer out to
where it really is just another channel,” says Richard all your customers every week. Leaders like FT.com
Lees, managing director of The Database Group and Screwfix aim to customise as far as possible the
(TDG). “There’s no doubt that multichannel work content and ads within the web pages and emails
increases performance over single-channel work. that customers and prospects are shown to maximise
Profiling online behaviour is now becoming much response and profit from each target group.
common amongst our clients.” This means having access not just to their previous
The leading edge of digital marketing has been purchases but also to their clickstream data from pre-
trending towards full personalisation for some years vious visits (what did they look at? What did they
now. No longer is it sufficient to have a simple static put in their shopping carts but not buy?). Crucially,
22 Database Marketing December 2008 www.dmarket.co.uk
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