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Lead generation

Making Mobile Part of Your Lead Gen Strategy

The need to make mobile media part of your lead generation strategy today is obvious. What isn’t so obvious is how to integrate mobile in a way that will effectively engage consumers and

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Jul. 21 2010




Broker Roundtable: How are brokers coping with fewer new lists on the market?

This week’s question: How are brokers coping with fewer new lists regularly coming into the market?

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Jun. 18 2010




How Marketing Databases Differ from Operational Databases

A marketing database must be able to perform all of the mission-critical analytical tasks required for data-driven marketing. Many people think they have a marketing database when, in reality, what they have is an operational database. An operational database supports essential “nuts and bolts” tasks such as customer service, fulfillment and inventory management. But, it falls short in the support of data-driven marketing analysis.

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May. 14 2010




Recency Modeling a Beautiful Thing for Discount Beauty Center

Recency/frequency/monetary value modeling, or RFM, is a tried-and-true segmentation tactic for catalogers and other mail order marketers. But e-mail practitioners have been more reluctant to use it to segment their campaigns.

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Feb. 16 2010




Autobytel Launches Dealer Lead Management Product

Autobytel Inc. has debuted iControl by Autobytel. The new offering assists vehicle dealers in managing third-party leads.

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Dec. 21 2009




Look for More Data Diversity in the Years Ahead

There’s been a lot of talk among direct marketing industry veterans about reinventing themselves in the digital age. And this, of course, is followed by a crowd of social media consultants with creative concoctions for how to prosper in times of change.

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Oct. 27 2009




Targeting Institutional Names in a Consumer Prospect Universe

Most business-to-consumer direct marketers do their prospect merge/purges at the family level; that is, both the physical location and Surname must be the same for a duplicate situation to exist. This is because the cost-effective strategy for most of them is to send just one piece into a household at a time.

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Sep. 28 2009




Why Reliance on Prospect Lists Has Changed

Prior to the mid 1990s the list business was booming. List owners enjoyed a nice stream of list rental income. Brokers and list managers enjoyed their well deserved commissions. That’s no longer the case.

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May. 11 2009




Small Changes and Planning Can Make Your Expires Work

Sure, times are tough, money is tight and uncertainty is the mood of the moment. While a mailer’s first reaction might be to cut, cut, cut, it is also time for some reflection. Are you making the best possible use of your expires?

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