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Past Articles

What the Data Doesn't Tell You

Don’t Buy Analytics Software, just yet

How not to do CRM

Firing your customers?

The Risks of Knowing Your customers

Pharma Companies Face the Two-Headed Marketing Monster

Training the Call Centre Rep

Keeping The CRM Score

Is "Real-Time" Analysis for Real

The Medium is the Message

Hudson's Bay Wants to Be
the Place Where Everybody Knows Your Name

FedEx Courts Small Businesses
With Tailored-Content Site

Moving to Mornings: The Seattle Times Meets the Challenge

Not Your Fathers Demographic Profile

What the Data Doesn’t Tell You
Published February 2007, Direct Marketing News

Information isn't always specific to differentiate customers to market to them effectively.

Don’t Buy Analytics Software, just yet
Published December 2006, Direct Marketing News
When implementing analytics, many start with software and staff…..this article makes some recommendations on a better place to start.

How not to do CRM
Published March 2005, Exclusive to emmawarrillow.com
We can all learn from the mistakes of others; this example illustrates the danger of 'pretending' to know the customer and has some lessons about the meaning of loyalty.

Firing your customers?
Published Winter 2004/5, WIAHO Wizard
Firing a customer is a scary concept but when profitability comes into play, it might be the right thing to do.

The Risks of Knowing Your customers
CMA Database Marketing and Technology Council, November 2004 - Questioning one to one
In this commentary, Emma discusses whether knowing your customer is always a good thing. Collecting customer data carries risk and responsibility as well as rewards.

Pharma Companies Face the Two-Headed Marketing Monster
Published November 2003, 1to1 Magazine
The way the pharmaceutical industry tackles CRM.

Training the Call Centre Rep
Published October 2002, 1to1 Magazine
Training across the organization (don't be fooled by the title)

Keeping The CRM Score
Published April 2002, 1to1 Magazine
The balanced-scorecard approach to measuring the enterprise is keeping more and more customer-driven companies on track. This article explores the role a scorecard can play in implementing and maximizing CRM initiatives.

Is “Real-Time” Analysis for Real
Published September 2001, Canadian Direct Marketing News: CRM Report
Real-time analysis technology often makes the assumption you are what you click. But just how effective is it in delivering the right offer to the right person at the right time? And how can it he applied to touchpoints other than the Web?

The Medium is the Message
Published August 2001, Strategy Magazine
How you deliver the message may be as important as what your message says. Some tips to assessing how the client wants you to communicate with them.

Hudson's Bay Wants to Be the Place Where Everybody Knows Your Name
Published September 2001, 1to1 Magazine
Insight into how the Hudson's Bay Company is using a reward program to get to know their customers better and promote loyalty.

FedEx Courts Small Businesses With Tailored-Content Site
Published April 2001, 1to1 Magazine
Last year, FedEx Corp. (Memphis, Tenn.) was looking for ways to add value for its small-business client base. Hear how they implemented a web portal to augment their customer relationships through value-added content.

Moving to Mornings: The Seattle Times Meets the Challenge
Published March 2001, 1to1 Magazine
Read how, by employing one-to-one marketing techniques, The Times has successfully migrated to the morning time slot without a significant impact on customer retention, despite stiff competition.

Not Your Fathers Demographic Profile
Published February 2001, 1to1 Marketer
Talking with Looking Glass Inc. and Yankelovich Partners, two companies that analyze and classify consumer groups, to get a broad perspective on the changing consumer landscape and what that means to marketers.