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Moneyball and Marketing: Challenging Conventional Data Wisdom

By Tim Girgenti

As a baseball-mad boy growing up in Houston, there were certain basics that I could count on seeing in the

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Aug. 15 2011

When Does Reactivation Modeling Make Sense?

The ability to ask the right questions is a critical factor for effective analytical work. This is the key point I made in a recent article, “Asking the Right Questions in Data Analysis” I also noted that asking the right questions typically does not require an advanced degree in statistics.



Jun. 06 2011

Automated Data Systems: Why the Human Touch and Quality Control Matter

Faced with tighter schedules, more information than ever to manage and greater expectations from upper management, many marketers are turning to automated data-marketing systems.



Mar. 11 2011

Asking the Right Questions in Data Analysis 1

What is required for a company to do effective data analysis? Many would respond, “People with advanced degrees in statistics.” This is most assuredly a worthwhile characteristic. However, I would also add, “The ability to ask the right question!”



Dec. 20 2010

Broker Roundtable: Incorprating Social Data Into Lists

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community.



Nov. 10 2010

Broker Roundtable: As the List Universe Dwindles, How Much More Detailed and Precise Are Selections Likely to Become?

This week’s question: With the list universe continuing to shrink, how much more detailed and precise are selections likely to become?



Sep. 28 2010

Ways to Improve Your Mailing List Performance

Thanks to reduced prospecting and catalog circulation, many mailers are finding they have fewer housefile names to leverage, and less new names on the rental market. How can you improve your list’s performance, and get profitably back in the mail? Here’s a few tips.



Jul. 20 2010

Twitter Programs Give Wing To Data Gathering and Display Ad Strategies

The Twitter advertising revolution is in top flight. Fresh off its Promoted Tweets revenue earning initiative, Twitter is appealing to consumers and advertisers once again with its new @earlybird feed. The @earlybird program allows participants to opt in to receiving coupons and marketing messages.



Jun. 14 2010

Impersonally Identifiable Information

Can marketers serve up relevant offerings on the Web to a never-before-seen site visitor? Quova Inc. offers a geography-based identification service based on surfers’ IP addresses. Direct Newsline spoke with Quova president and CEO Marie Alexander about the opportunities and limitations IP address-based efforts afford marketers.



Mar. 17 2010

MeritDirect, Penton Partnership Goes Beyond List Sales

MeritDirect will be gaining more than a file of 5.5 million postal names, 2.1 million e-mail names, 4.1 million telemarketing names, 400,000 international contacts and a database of 135,000 trade show attendees when it assumes management duties of Penton Media



Mar. 31 2009

Think Outside the Box: Enhance Data to Optimize Response

Finding good, affordable, responsive lists seems to be getting harder and harder every day