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Data & Analytics ARCHIVE

Calculating incremental response  May 01, 2005 9:30 PM By Jim Wheaton

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

Postal reform gets rolling  May 01, 2005 9:30 PM By MCM staff

In addition to the lower-than-expected proposed rate increase and the fact that it may not happen at all there’s more cause for optimism: The House Government

Database bits and bytes  May 01, 2005 9:30 PM By Sherry Chiger

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

A Tale of Two Databases: Marketing and Operational  Apr 25, 2005 7:41 PM By MCM staff

In keeping with the move toward multichannel marketing, many catalogers are converting their house files into customer marketing databases, says Arthur Middleton Hughes, vice president/solutions architect for Richardson, TX-based database marketing firm KnowledgeBase Marketing. Some are using advanced techniques to increase customer response, retention, and cross-sells. In return they are seeing increased rates of retention and increased order sizes.

Early Result Analysis for Early Birds  Apr 25, 2005 7:30 PM By MCM staff

Chances are you need to make decisions regarding your next mailing before a majority of the results from your most recent mailing are in. Fortunately,

Seven Tips for Cost-Effective Prospecting  Apr 18, 2005 10:13 PM By MCM staff

It’s one of the core tenets of direct marketing: You can’t grow if you don’t prospect. At the very least, you need to compensate for the natural attrition rate associated with just about every business. But prospecting above your house file attrition rate can be expensive.

A Clean B-to-B Database Reaps Almost Instant ROI  Apr 11, 2005 8:34 PM By MCM staff

Building and maintaining your business-to-business house file can be daunting, says Bernie Goldberg, president of Yardley, PA-based Direct Marketing Publishers. The problem is often compounded by the use of different databases throughout the business. These multiple databases frequently have no common link, making it all but impossible to exchange information among departments.

Annual Net Income Increases 50% at Jos. A. Bank  Apr 05, 2005 2:45 AM By MCM staff

Hampstead, MD-based cataloger/retailer Jos. A. Bank Clothiers (Nasdaq NM:JOSB) said annual net income increased 50% to $24.5 million for the year ended Jan. 29, compared with $16.3 million in net income last year.

The latest matchback tools  Apr 01, 2005 10:30 PM By Mark Del Franco

By now most multichannel merchants know about matchbacks and the importance of understanding where online and retail buyers are coming from rather than

Pet supply catalogers groomed for growth  Apr 01, 2005 10:30 PM By MCM staff

Sixty-two percent of the nation’s 111 million households include at least one pet, according to the American Pet Products Manufacturing Association. Yet






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