Data & Analytics ARCHIVE

Short-Term Behavior, Long-Term Value  Jan 24, 2005 10:30 PM By MCM staff

Direct marketers put a huge amount of time and money into examining, testing, analyzing, and fine-tuning their marketing on a campaign-by-campaign basis. The results of a single campaign are judged by response rates, average spend amounts, and often, the ROI generated by that campaign.

But less attention has been given to the long-term behavior of customers, says Don Austin, Ph.D., director of client strategy at Greenwich, CT-based list services firm Direct Media. In general, the amount of the first transaction predicts the amount of subsequent transactions. But Austin a variety of other variables can be used to segment customers into low long-term value and high long-term value groups.

Postal Reform Bill Reintroduced as New Congress Convenes  Jan 05, 2005 10:08 PM By Mark Del Franco

When the 109th Congress convened in Washington on Jan. 4, catalogers received some encouraging news. Rep. John McHugh (R-NY) wasted no time in reintroducing the Postal Accountability and Enhancement Act (H.R. 22), which calls for postal reform.

Planet Dog kennels its consumer book  Jan 01, 2005 10:30 PM By Margery Weinstein

After six years of selling to both consumers and businesses, Portland, ME-based Planet Dog is putting its consumer catalog in hibernation for a year.

Seven steps to grow your house file  Jan 01, 2005 10:30 PM By Steve Trollinger

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

Postal reform: the saga continues  Jan 01, 2005 10:30 PM By MCM staff

Postal reform will not go down in the history books as one of the accomplishments of the 108th Congress. But mailers and marketers are hopeful that the

Popular Club Plan Lays Off 75  Dec 15, 2004 4:59 AM By MCM staff

According to the New Jersey Department of Labor, Garfield, NJ-based merchandise marketer Popular Club Plan is laying off about 75 employees.

So Many Data, So Little Time  Dec 06, 2004 7:54 PM By MCM staff

Most multichannel merchants typically have no shortage of good data, says Scott Cone, vice president of Professional Services at Lanham, MD-based Merkle Direct Marketing. But they often fall short when trying to identify and effectively use the information.

People Who Need People  Dec 01, 2004 10:30 PM By MCM staff

In reviewing the results from Catalog Age’s exclusive Benchmark Report on Critical Issues and Trends (see page 30), I was surprised that one-third of

people news  Dec 01, 2004 10:30 PM By MCM staff

Freeport, ME-based apparel and outdoor gear cataloger L.L. Bean named Ed Howell chief retail officer and member of the office of president. Howell was

Scoring Prospecting Models  Nov 22, 2004 8:51 PM By MCM staff

If you

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