Data & Analytics ARCHIVE

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

Setting Your Priorities  Mar 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?

Integrate for Improved Prospecting  Mar 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,

Polish Your Data Dictionary Part 2  Mar 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,

ALC and Millard Launch Data Portal  Mar 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.

Six Steps for Profitable Custom Modeling  Mar 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

Four Tips for Profitable Multichannel Prospecting  Mar 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:

Polish Your Data Dictionary  Mar 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

Shining some light on California’s Shine the Light law  Mar 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

10 tips to boost rental income  Mar 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

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