Database Marketing
Database Marketing
From cooperative databases to inhouse customer contact strategies, from the nuts and bolts of data technology to the warm and fuzzies of relationship marketing--here are recent CATALOG AGE articles on database marketing.
List and Data Strategies: Calculating incremental response
When measuring the effectiveness of a promotion, it's not enough to know the overall response and revenue. What you really need to measure is the incremental...
Roses mailer nips bad addresses
The perishable nature of Heirloom Roses' product line makes incorrect addresses even more of a customer satisfaction issue than it is for companies that...
Database bits and bytes
The theme of this year's DMA World Seattle, held April 6, was Relevance and Results. Not surprisingly, database marketing played a significant role in...
The latest matchback tools
By now most multichannel merchants know about matchbacks and the importance of understanding where online and retail buyers are coming from rather than...
Shining some light on California's Shine the Light law
On Jan. 1, California's Shine the Light law California Civil Code 1798.83 (SB 27) went into effect. The law requires direct marketers, regardless of where...
Avoiding the Pitfalls of Predictive Modeling
It's no secret that many catalogers use historical customer information to create elaborate predictive models. But Scott Nuernberger, lead statistician for Lanham, MD-based database marketing services firm Merkle Direct Marketing, says that without a prior plan to influence customer behavior, all the modeling wizardry in the world will fail. ...
List and data strategies: Seven steps to grow your house file
When sales dip and protecting profits becomes critical, many catalogers respond by cutting back on mailings, as has been the case during the past few...
Catalog CRM: Getting Personal with Relationship Marketing
It is time to face reality: Customers do not want to have a relationship with your company. Relationships require a commitment from everyone involved....
Data Tech: Supercharged Catalog Accounting
Although catalog companies are data-driven businesses, most catalogers are dysfunctional when it comes to integrating their data technology. Often masking...
Data Tech: RQW--Getting Down with the Data
Few catalog companies can use their order management system as an effective database marketing platform. The way data are managed in entering and processing...
Multichannel Roundtable: Challenges and Choices
Home to Harvard, MIT, Tufts, and numerous other fine educational institutions, the Boston area boasts a considerable brain trust. So what better place...
Campaign Management Reform
Campaign management is one of the cornerstones of successful direct marketing. Yet most catalogers still use spreadsheets to track and analyze campaigns....
A System to Tackle Tough DM Tasks
When the great jazz composer, pianist, and bandleader Duke Ellington wanted to offer the highest praise, he would say that something or someone was beyond...
Game, Set, Match-back
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...
The Value of Lifetime Value
Most catalogers have used the term customer lifetime value (LTV), but few have actually calculated it, let alone used it in determining their marketing...
Live from Net.marketing: Uncovering Hidden Data
New York--Do you know where your data are? According to Denise Hopkins, senior director of marketing, data management for Experian, you're probably ignoring...
The CRM Balancing Act
If only there were a simple answer to the question How many times should I mail my customers and prospects? But because marketers have so many influences...
Catalog CRM: On the Road to a Return on Investment
Customer relationship management (CRM) solutions promise integrated systems, loyal customers, and unforeseen profits. Unfortunately, something is missing...
Circulation Speculation
For months economic indicators have been teasing businesses and consumers with hints of a turnaround. Even most pessimists believe that the worst of the...
Data Tech: SVM Analysis--a Closer Look
A reliable and trusted source for learning about the latest database marketing and analytical tools, Joe Weissmann is often among the first to see the...
Live from NCDM: Bloomie's Drops a Dime on Best Buyers
(Direct Newsline) Orlando, FL--In detective novels of old, "dropping a dime" on someone meant placing a tip-off call to the police. But when Bloomingdale's...
Smaller Circ Better for Human-i-Tees
Through an aggressive regression analysis, Valhalla, NY-based Human-i-Tees has seen its response rate jump 30% during the past year. And even though the...
Lists and Prospecting: Re-evaluating Co-op Database Options
Until recently, if a consumer cataloger wanted to join a major cooperative database, it had two choices: the Abacus Alliance and Z-24, both founded in...
Lists and Prospecting: Who's Who Among the Consumer Co-op Databases
ABACUS Headquarters: Broomfield, CO, 303-410-5100 Founded: 1990; Abacus Alliance launched in 1991 Parent firm: DoubleClick Number of consumer catalogers...
Catalog Tech: A System to Simplify Data Analysis
Data analysis typically involves a major commitment of time and effort. Just getting the input data into the right format is a huge undertaking, and matching...
