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Roll Up Your Sleeves, Show Me the Data  Jan 07, 2008 9:42 PM By Bill Singleton

Do you take a top-down or bottom-up approach when you do your post-campaign analysis? Do you look at households, individuals, items, orders or recency?

Your answers will tell a lot about your data processing, and what you can expect from your planning.

How to Spot Hot Prospecting Lists  Oct 08, 2007 11:05 PM By Bill Singleton

Looking for good prospecting lists? There are two ways to find them. The most common method is to test outside files and use the one that works. The other is to identify and mail all the lists your customers are on.

Show Me The Data: Three Keys to Holiday Success  Sep 04, 2007 8:38 PM By Bill Singleton

Hope you enjoyed Labor Day Weekend, because holiday 2007 is already here. If you blink, the next 57 business days may pass you by. Here are some tips from Bill Singleton on how to get your holiday planning on track.

Show Me The Data: Map Your Plan  Aug 13, 2007 8:16 PM By Bill Singleton

Marketing project deadlines are typically not flexible

Show Me The Data: Delivery More Important Than Message  Jul 09, 2007 8:58 PM By Bill Singleton

When postal rates go up, catalogers sometimes investigate alternative delivery methods to get their offer in front of customers at a lower cost. But proceed with caution on non postal catalog delivery.

Show Me The Data: Delivery More Important Than Message  Jul 02, 2007 1:42 PM By Bill Singleton

When postal rates go up, catalogers sometimes investigate alternative delivery methods to get their offer in front of customers at a lower cost. But proceed with caution on non postal catalog delivery.

Show Me the Data: Compiled Lists Aren’t Commodities  Jun 04, 2007 8:35 PM By Bill Singleton

There are roughly 55,000 lists for rent today. About 24,000 lists are business and government focused; response, subscription, and compiled files. The mailers and list brokers I have worked with often talk about the compiled files as commodities. Different business-to-business lists characterized by similar demographics such as: standard industry classification (SIC) codes, employee sizes, annual sales, and geographic regions are expected to perform equally well.

Show Me The Data: Call Your Customers Names and They’ll Like It  May 07, 2007 9:47 PM By Bill Singleton

I have noticed how preferred airline customers don

Show Me The Data: When Audits Are Good For Your Business  Apr 02, 2007 9:43 PM By Bill Singleton

As we start the second quarter, you should think about audits. The thought of a tax audit can make any business person shudder. But audits help keep companies honest about their taxes. You shouldn

Response Analysis Made Simple  Mar 01, 2007 10:30 PM By Bill Singleton

The pressures of promoting and fulfilling peak-season sales can overwhelm the subtleties of tracking exactly where those sales are coming from. If you have a real-time tracking system or already analyzed your holiday results, you should have a good idea. If you don’t and you didn’t, now is the time to set up your analysis to inform you of what happened and to prepare you for when you’re in the thick of the holidays again.

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