Leveraging data and adding value

Joan E. Palmquist and Paulette Goggins

This paper describes how 3M utilized an award-winning frequency marketing program, Reminder Service, to increase learning and add to customer value.

Leveraging Data And Adding Value

A 3M success story

Paulette Goggins Market Development Supervisor, 3M, Construction and Home Improvements Division, United States. andJoán E. Palmquist Senior Vice President, Custom Research Inc., United States.

INTRODUCTION

One universal truth of the 21stcentury is that every marketer has more data than they know what to do with. This does not mean the data is being turned into information however. New data collection methodologies (online, analysis of web server logs, relationship marketing programs, etc.) only exacerbate the problem. As marketers, we are buried in data. As researchers, we...

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