Cross Channel ARCHIVE

HAVE YOU HEARD ABOUT WORD OF MOUTH?  Feb 01, 2006 10:30 PM By Brian Santo

As any author with a book plugged by Oprah can tell you, word of mouth (WOM) can be a wonderful thing. Not only does it cost virtually nothing, but it

The C is for channel  Feb 01, 2006 10:30 PM By Mark Del Franco

For years recency, frequency, and monetary value (RFM) was king. Even catalogers that shied away from lavish database models segmented their buyers according

Worldwide via the Web  Feb 01, 2006 10:30 PM By Jim Okamura

This month we introduce a new columnist to MULTICHANNEL MERCHANT: Jim Okamura, a senior partner managing the Chicago office of multichannel retail consulting

GLORY IS IN THE DETAILS  Feb 01, 2006 10:30 PM By Andrea Syverson

Writer William Feather once said, Beware of the man who won’t be bothered with details. I say, Beware of the brand that won’t be bothered with details.

The Case of the Missing Customer  Jan 23, 2006 9:55 PM By Debra Ellis

Key metrics such as attrition and acquisition rates are great performance indicators. Unfortunately, they do not identify specific customers and their value to your business. Find out what it takes to bring your missing customers back from the dead.

Integrating Data: Tough but Necessary  Jan 17, 2006 5:43 PM By MCM staff

Proper integration of pertinent marketing data for effective and efficient direct marketing campaigns is essential, not only to the success of each campaign but also to the ongoing viability of your company

Resolution #1: Identify—and Act On–Your Unique Business Strategy  Jan 05, 2006 1:24 AM By Ed King

Are you sick and tired of losing your market share to more and more competitors? Is it time you made a resolution to gain some of it back? This could be your year–if you

How to Analyze Your Holiday Response  Jan 04, 2006 1:26 AM By George Hague

Now that the holiday season is over, it

Risks and rewards of e-mail append  Jan 01, 2006 10:30 PM By Mark Del Franco

E-mail appending–adding e-mail addresses you’ve rented to the postal addresses on your house file–is a tricky proposition. Marketers walk a fine line






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