Most marketers think of third-party data as something to be used in conquest marketing. While it's true that we must rely on 3rd-party data to acquire new customers, it's important not to overlook the value of this data in marketing to your current customers.

Most companies use only 12 percent of the data they have on hand, which means 88…

Most people think about marketing as a way to generate immediate ROI. For every email campaign sent out, we measure its success with metrics like open rates, click-through rates (CTRs), number of sales or ROs, or even dollars generated.

While it's important to expect accountability from your marketing partner, sometimes it's easy to get lost…