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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

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Aug. 01 2003




Customer Relationship Management: Breaking Down the Fourth Wall

In the theater, the fourth wall is an invisible line at the end of the stage that separates the actors from the audience. Actors break the wall when they

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Aug. 01 2003




Consumers Naive About Web Data

Consumers who go online at home are in the dark about how Web site operators use their personal data, and most are not very interested in the subject,

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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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