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Making good ideas work  Jan 01, 2007 10:30 PM By Gina Valentino

Generating marketing ideas to increase sales, build the customer file, influence shopping on the Web, or persuade prospects to make their first purchase

Delving into data-driven marketing  Aug 01, 2006 9:30 PM By Gina Valentino

This month we introduce a new columnist to MULTICHANNEL MERCHANT: Gina Valentino, owner of Kansas City, MO-based consultancy Hemisphere Marketing. In

Data Strategies: Six Steps for Defining Growth Strategies  May 22, 2006 11:07 PM By Gina Valentino

You attend a lot of meetings. The question always come up,

Review Your Remail Strategy  Sep 06, 2005 6:33 PM By Gina Valentino

Remails to best-customer groups maintain about 65% of the original response rate for the group: If the best-customer group earns an 8% response rate on the first drop, the remail will earn 65% of the 8% (.08 x .65 = .052, or 5.2%). Not bad. How many of your average-customer groups pull 5.2%? Any rental lists pull 5.2%? You can see why a remail strategy is important to the overall growth and profitability of the company.

The top 5 metrics for your business  May 15, 2005 9:30 PM By Gina Valentino

How is your catalog doing for the first half of the year? What does that mean for the rest of 2005? While you may need to crunch some numbers to determine

Staffing Up for Success  Dec 01, 2004 10:30 PM By Gina Valentino

Whether you’re launching a catalog or growing an established business, the question remains the same: Do employees equate to expenses or revenue? Creating

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