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MULTICHANNEL MERCHANT » DATA & ANALYTICS
Data & AnalyticsMar 28, 2005 8:37 PM By MCM staff
List priorities in the merge/purge are a standard topic of debate among database pros, says Scarsdale, NY-based database consultant Michael Grant. Do I put all lists into the merge/purge at an equal priority, or do I give a higher priority to one group of lists, since those lists are my core lists?
Data & AnalyticsMar 21, 2005 11:11 PM By MCM staff
So many media, so little time (and money): That seems to be the mantra of multichannel marketers. In deciding which media will provide the greatest return on investment,
Data & AnalyticsMar 14, 2005 8:15 PM By MCM staff
Last week Brent Bissell, president of Minneapolis-based consultancy Direct Target One, kicked off a two-part series on the importance of data best practices. Here he concludes his series.
During the course of the interviews I conducted to collect the information for this article, a number of people echoed the same theme: There has been a mass exodus of workers who really know lists and data hygiene protocols, not to mention the upper-level analytic techniques and the skills to know what to use under which conditions. When it comes to basic direct marketing data knowledge, as one interviewee put it,
Data & AnalyticsMar 14, 2005 8:08 PM By MCM staff
Last week American List Counsel and Millard Group created an Internet-based, interactive data exchange system, DMexchange, to allow participants to exchange list order and shipping information via a secure Website.
Data & AnalyticsMar 14, 2005 7:46 PM By MCM staff
Faced with new customer types from search and affiliate programs, lower direct-buyer conversion rates, and higher overall costs, multichannel marketers are continually evaluating new strategies and techniques to maintain and improve acceptable levels of success. In the quest for the
Data & AnalyticsMar 07, 2005 8:08 PM By MCM staff
We all know that it’s less expensive to keep a customer than to find a new one. But to grow a business, prospecting is arguably as important as retention.
To help you find new customers profitably, Mark Traverso, vice president of list management, new business, and e-commerce at Pompano Beach, FL-based Lighthouse List Co., and Michele Volpe, vice president for Novato, CA-based list firm Media Source Solutions, offer some suggestions:
Data & AnalyticsMar 07, 2005 7:56 PM By MCM staff
As the saying goes, Cleanliness is next to godliness. And in direct marketing, data cleanliness leads to improved profitability. But because data hygiene is about as exciting as, well, dental hygiene, too many marketers give it only cursory attention.
And that, says Brent Bissell, president of Minneapolis-based consultancy Direct Target One, is a costly oversight. Poor hygiene results in an inconsistent data dictionary
Data & AnalyticsMar 01, 2005 10:30 PM By MCM staff
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
Data & AnalyticsMar 01, 2005 10:30 PM By Stephen R. Lett
For most list owners, list rental income has been on the wane during the past few years. In fact, according to some estimates, the use of outside lists
Data & AnalyticsFeb 14, 2005 10:21 PM By MCM staff
On Jan. 1, California’s “Shine the Light” law, known formally as California Civil Code 1798.83 (SB 27), went into effect. Essentially the statute encourages direct marketing companies to offer a transparent way for customers to opt out. Most catalog and Internet retailers already have privacy policies that offer just that. Direct Marketing Association members who are in compliance with its membership rules are, in fact, already in compliance with the statute.
If you wish to err on the side of caution in doing business with California residents, Todd Miller, a consultant with San Rafael, CA-based list and marketing services provider Lenser, offers the following suggestions: