The Internet has led to new ways of obtaining marketing data about customers, but old-school methods still work well too. In fact, best practices in capturing information usually require using a combination of strategies to maximize completeness and recency of data, says Scott Cone, vice president/client leader of Lanham, MD-based database marketing company Merkle. Here’s advice from experts on how to effectively gather information and flesh out the data you have.
The pressures of promoting and fulfilling peak-season sales can overwhelm the subtleties of tracking exactly where those sales are coming from. If you have a real-time tracking system or already analyzed your holiday results, you should have a good idea. If you don’t and you didn’t, now is the time to set up your analysis to inform you of what happened and to prepare you for when you’re in the thick of the holidays again.
With the names of 6.8 million 12-month buyers available for rental or exchange during the third quarter of 2006, the consumer gardening category suffered
Catalog Tracker’s mailbox was chock full of consumer books in November. All told, the service of Greenwich, CT-based list services firm Direct Media logged
Welcome to a new quarterly column by Jim Wheaton, cofounder/principal of Wheaton Group, a Chicago-based data management, data mining, and decision sciences
How can you tell if a new prospecting list you are testing for the first time has a chance of success? Look carefully at the gross-to-net percentage of a new list. If the new list doesn
Each year, millions companies spend on business marketing strategies that involve one-off ads or direct mail pieces that may win awards, but generate few sales. The reason? Most often, this type of direct marketing campaign does not reach qualified prospects.
If there is one thing that sales and marketing executives can agree on, it
Web buyers represent an ever-increasing portion of a catalog
After a bit of a lull, women’s apparel buyers got busy placing orders again. For the third quarter of 2006, the names of 33.3 million 12-month buyers
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