Chief Marketer Network: PROMO DIRECT MULTICHANNEL MERCHANT

Learn More »
HOME > Database Marketing > LOYALTY/ CRM

Loyalty/ CRM

Selfie Value: The Loyalty Power of Must-Share Moments

By Barry Kirk When was the last time you truly had a “moment” with a brand that you love? I was recently in Panera Bread, a fast casual restaurant chain where I’m both a frequent customer

Read and Discuss

Mar. 22 2005




Web Buyers, Catalog Buyers: Together but Not Equal

According to CATALOG AGE’s Benchmark Report on Operations, which will appear in the April issue, a mean 35.5% of catalogers’ orders come via the Web. So it stands to reason that Internet buyers account for a growing share of catalogers’ print circulation

More...

 

Mar. 22 2005




Emotional Relationships Gives Marketers a License

Having an emotional bond gives a marketer a license to go places with a consumer they wouldn’t be welcome otherwise. As an example of this, Bob Wallach, senior vice president of marketing, refrigerated division, ConAgra Foods, cited the Walt Disney Company. Disney used the warm feelings the public had for its characters to make the leap from movies to theme parks to a myriad of other opportunities like cruise ships.

More...

 

Mar. 22 2005




The Three Faces of Consumer-Focused Innovation The Three Faces of Consumer-Focused Innovation The Three Faces of Consumer-Focused Innovation The Three Faces of Consumer-Focused Innovation The Three Faces of Consumer-Focused Innovaiton

Meeting the consumer’s current needs isn’t enough to guarantee success. According to Forrester Research, a marketer must also anticipate future needs. In a recently released report, Forrester analyst Christine Spivey Overby dubs this proactive approach “consumer-focused innovation” and outlines its three basic principles

More...

 

Feb. 22 2005




10 Ways to Get the Most from Co-op Databases

Cooperative databases such as Abacus, I-Behavior, NextAction, Z-24, and Prefer account for more than half of the prospecting done by small and midsize catalogers, according to Stephen R. Lett, a Bethany Beach, DE-based direct marketing consultant. Why? Because these prospect names perform well and represent a good value for the money.

More...

 

Feb. 14 2005




Measuring Incremental Vs. Overall Response

When measuring the effectiveness of a promotion, the focus should always be on the incremental order activity that is generated by the promotion, according to Jim Wheaton, a principle with Chapel Hill, NC-based database solutions firm Wheaton Group. The overall order activity during the promotion’s “response window,” he says, is irrelevant.

More...

 

Feb. 01 2005




Data In or Data Out?

Database management is a complex process that can make or break a marketing program. Some companies handle database management in-house, and others have

More...

 

Jan. 24 2005




Short-Term Behavior, Long-Term Value

Direct marketers put a huge amount of time and money into examining, testing, analyzing, and fine-tuning their marketing on a campaign-by-campaign basis. The results of a single campaign are judged by response rates, average spend amounts, and often, the ROI generated by that campaign. But less attention has been given to the long-term behavior of customers, says Don Austin, Ph.D., director of client strategy at Greenwich, CT-based list services firm Direct Media. In general, the amount of the first transaction predicts the amount of subsequent transactions. But Austin a variety of other variables can be used to segment customers into low long-term value and high long-term value groups.

More...

 

Jan. 01 2005




Getting Ready

This issue, Direct begins a three-part series on the fundamentals of a successful database marketing program.

More...

 

Jan. 01 2005




Financial Services: Making Change

CRM and an enterprisewide database enable MainSource to shift its focus to serving multiple customer needs

More...

 

Dec. 07 2004




Live From NCDM: Tales of Database Buffoonery

How many data miners does it take to build a model? More than you would think, judging by the stories told by Sam Koslowsky.

More...