Chief Marketer Network: PROMO DIRECT MULTICHANNEL MERCHANT

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Loyalty/ CRM

Benchmarking Your “Customer Relationship Maturity Level”

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Successful customer relationships are based on active listening. As customers have more access to new channels to learn about products and services, their expectations

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Jul. 01 2003




Long Time Gone

Think marketers are in it for the long haul? Think again, unless the definition of long haul has come to mean next quarter. According to Direct’s annual

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Jul. 01 2003




Kraft Builds Database With Opt-in Program

Kraft Foods had a problem only a couple of years ago: the flatline growth that affected most packaged goods marketers. But the proposed solution a permission-based

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May. 19 2003




ROI of CRM is a Secondary Concern at Best: Study

Only 6% of executives overseeing customer relationship management programs have set specific return on investment goals for the early stages of the projects,

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Mar. 15 2003




How Consumer Attitudes Can Make or Break a DM Campaign

The biggest challenge in building a brand’s appeal isn’t how to attract consumers for whom brandings have no cachet; that answer is obvious. Instead,

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Mar. 15 2003




BORN AGAIN

Is CRM dead? That was the first question on our minds when we contacted the participants in this year’s DIRECT roundtable. For months, we had been hearing

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Mar. 15 2003




Developing an Effective Segmentation Scheme 1

In our last article (Customer Segmentation: Problems, Solutions, DIRECT, March 1), we defined the objective of a survey-developed attitudinal segmentation

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Mar. 01 2003




Customer Segmentation: Problems, Solutions

Direct marketers have to understand the issues and choices involved in customer segmentation to be able to manage such a project effectively from conception

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Feb. 01 2003




Popular Tastes

The two initial incarnations of Banco Popular de Puerto Rico’s loyalty program might be characterized as a couple of successful shambles. Both Premia

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Jan. 01 2003




The Joys of Remailing

When PraiseBanners mailed 10,000 1999 catalogs last August, the religious pennants-and-flags company cut its storage fees and generated more than $25,000

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Jan. 01 2003




Database Brain Drain

Data analysts and direct marketing campaign developers will be in high demand when the economy turns around, according to DM executive recruiters. And

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