First came operational databases that ran order entry and fulfillment activities. From them evolved marketing databases, which have become central to overall business strategies. And from those marketing databases, trends are emerging that affect how we manage our relationships with customers and prospects
"How to Get the Most Profit from Your Housefile" is a surefire winner of a title for a conference session. During his session of the same name at the DMA 87th Annual Conference and Exhibition in New Orleans last week, John Lenser, president of San Francisco-based consultancy and list firm Lenser, offered plenty of suggestions
Prospect databases give mailers the leeway to model, append...and save on list costs
Marketers' high-tech solutions achieve the kind of customer relationships mom-and-pop shops built on their own
Business-to-business marketers have been a bit slow in adopting the newest statistical modeling techniques to drive their marketing programs, and with
Cutting through the information clutter and facilitating customer relationships is vital to effectively marketing your brand in the new “attention economy.”
The big picture approach to marketing has gone the way of rabbit ears on television sets. As Procter & Gamble global marketing officer Jim Stengel said
Forget eating bugs, running obstacle courses and forming alliances. To be a catalog survivor you need to increase profitability, decrease back orders
Most catalogers have long used source codes to determine the success of the lists they've rented. Codes indicating the source of the recipient are printed
If you're like most catalogers, you do a great job of obtaining information about your customers often down to the smallest detail of each order. But
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