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.
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.
Database management is a complex process that can make or break a marketing program. Some companies handle database management in-house, and others have
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…
This issue, Direct begins a three-part series on the fundamentals of a successful database marketing program.
CRM and an enterprisewide database enable MainSource to shift its focus to serving multiple customer needs
How many data miners does it take to build a model? More than you would think, judging by the stories told by Sam Koslowsky.
Business-to-business marketers have used private promotional databases to improve response and better target their mailings since the early 1980s. Now, says Linda Huntoon, executive vice president, of Greenwich, CT-based list services firm Direct Media, consumer merchants are starting to take advantage of them as well.
The Penzeys Spices catalog has garnered a cult following, in large part because of the half-dozen or so recipes included in each issue. Now the Milwaukee-based
Over the last few years, there has been a lot of buzz about CRM. Large, sophisticated marketers have spent millions of dollars to automate processes that help them to focus marketing efforts on customers.
