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Be Cautious Shifting Marketing Dollars From Print to Web  Jan 27, 2009 1:12 AM By Jim Wheaton

We know the marketing world is shifting from paper to digital, but it may not be time to move all your marketing dollars. Here’s how you can make sure you’re not putting all your eggs in one basket

Think Before You Blast Those Follow-Up E-mails  Jan 12, 2009 9:25 PM By Jim Wheaton

There is no rule of thumb about the extra lift to expect when a follow-up e-mail is sent after a direct mail promotion or actual purchase. But here’s some important things to consider before sending that follow-up e-mail

Don’t Let Analytic Software Fall Into Inexperienced Hands  Dec 08, 2008 11:23 PM By Jim Wheaton


Your Marketing Database Isn’t Complete Without Completeness  Dec 02, 2008 12:11 AM By Jim Wheaton

Savvy direct marketers understand that completeness results in full historical views for accurate, efficiently executed analytics. What do we mean by completeness?

Three Tasks to Perform when Building a Marketing Database  Nov 18, 2008 7:27 AM By Jim Wheaton

Here’s three steps you need to perform when you build your marketing database

The Best and Worst Ways to Analyze Zip Code  Oct 28, 2008 12:46 AM By Jim Wheaton

The distance a customer lives from a store generally is predictive of future purchase behavior. But if you calculate it wrong, it could do serious harm to your database

The Multi-Buyer Effect Defies Conventional Wisdom  Oct 13, 2008 10:00 PM By Jim Wheaton

Is it better to try and convert a single-channel buyer into a multi-buyer, or should you leave well enough alone?

Key Issues to Confront When Constructing a Database  Sep 23, 2008 12:41 AM By Jim Wheaton

When it is time to build a marketing database, a company’s internal IT group almost always lobbies tenaciously for the assignment. For IT professionals, this only seems natural. After all, the word “database” carries all sorts of connotations of nuts-and-bolts computer science

Converting Single-Channel Buyers Into Multis May Prove Costly  Sep 08, 2008 10:46 PM By Jim Wheaton

We know through statistics and stories that multichannel customers are far superior to those who have only ordered from a single channel

Rethink Operational Systems For Best Database Practices  Aug 18, 2008 11:57 PM By Jim Wheaton

You know those automated phone prompts, the ones that tell you to press “1″ to speak with a customer service rep? As convenient as they are for the consumer, they could also do damage when it comes to classifying your customers. Here’s why you need to retool those systems

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