MULTICHANNEL MERCHANT » LISTS & DATA - BUSINESS-14-05-2013
There are roughly 55,000 lists for rent today. About 24,000 lists are business and government focused; response, subscription, and compiled files. The mailers and list brokers I have worked with often talk about the compiled files as commodities. Different business-to-business lists characterized by similar demographics such as: standard industry classification (SIC) codes, employee sizes, annual sales, and geographic regions are expected to perform equally well.
When Market Snapshot focused on the men’s apparel catalog market in 2005 and 2006, appeared in the headline each time. If we weren’t so reluctant to repeat
Catalogers could never afford to waste paper and postage mailing to old or incorrect addresses; with the new postal changes, keeping your list as clean as possible is more important than ever. And once the Postal Service’s stricter address standardization rules go into effect in August, unkempt lists will be even more costly.
Data mining is enhanced, often dramatically, when the source data are improved. The ultimate goal is for data mining to be performed off a platform that
For merchants of gifts and collectibles, when you give, they receive. And during the past two years they’ve been receiving more names of people who have
The automotive market has been crawling in reverse for the past few years, judging from the number of active buyers available for rental or exchange.
Last year January set the tone for overall year-over-year catalog volume. Catalog Tracker, a service of Greenwich, CT-based marketing services firm Direct
Contacting customers with a direct mail piece, such as a catalog, requires data processing. Data processing can be as simple as 1) deciding that you want
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.