** For Tuesday – Database Marketing with @csteffy of @comScore

After the excitement of our discussion about databases and why SQL is the “golden ticket” for success as a marketer, we’re going to discuss on Tuesday what companies do with their data.

(If you’re wondering why this is in the Digital Marketing course, my theory is you can’t use data without computers and computers are digital. So there.)

The first article is a short white paper from Forrester about how we can use data for personalized marketing.

1Use Customer Analytics To Get Personal

How can that data be used? Well, maybe Orbitz will try to scam you for a couple extra bucks based on the computer you use.

On Orbitz, Mac Users Steered to Pricier Hotels – WSJ.com

Or maybe, Target wants to figure out if you’re pregnant. (Don’t buy candles, ever!)

How Companies Learn Your Secrets – NYTimes.com

Some companies have data they’re not sure what to do with.

Print – At Starbucks, Data Pours In. But What to Do With It

My favorite use of data is for predictive modeling, like Hollywood is doing now.

Using Analytics to Predict Hollywood Blockbusters – Scott Schlesinger – Harvard Business Review

But honestly, the most interesting use of database marketing of the last couple of years has been in the Obama re-election campaign. These two articles talk about what we as marketers can learn from their efforts.

Obama Wins: How Chicago’s Data-Driven Campaign Triumphed | TIME.com

Obama’s ‘Big Data’ Victory – WSJ.com

(For those of you who are wondering why they could do such a good job with their database and have such difficulties with the rollout of healthcare.gov, this tweet from Harper Reed should explain their perspective.)

And if you want to get super deep about the campaign, check out this #longread from The Atlantic, but you don’t have to read it like the other ones.

When the Nerds Go Marching In – Technology – The Atlantic

We’ll be joined by WWU and CBE alumna, Courtney Steffy of comScore to talk about how they help their clients segment the market with data.

Have a great weekend!

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