Service Data Guides Sullivan Tire’s Direct Mail Efforts

Marketers who don't get enough information from recency, frequency and monetary (RFM) analysis can consider adding a fourth metric to their calculations: Tire tread measurements. Granted, this metric will only yield useful data for a limited number of companies. But Sullivan Tire Co. Inc. is one such company, and when tires on a customer's car…

Chief Marketer Listline February 28

|  by Chief Marketer Staff

Chief Marketer and NextMark offer a selection of files new to market. The criteria for selection for Chief Marketer Listline is: · New list to market in past 7 days · Exclusive to list manager · Data card quality score 85 or higher on NextMark · Data ...

When Monitoring Social Data, Be Aware of Extremes

Data from social media forums can be a valuable tool to gain insight into what your customers are thinking. But, cautions Dominic Field, U.S. leader of the media sector for Boston Consulting Group’s Technology, Media & Telecommunications practice, marketers must view it through a filter. Just as with focus groups, he says, social media commentary…