We know the marketing world is shifting from paper to digital, but it may not be time to move all your marketing dollars. Here’s how you can make sure you’re not putting all your eggs in one basket
There is no rule of thumb about the extra lift to expect when a follow-up e-mail is sent after a direct mail promotion or actual purchase. But here’s some important things to consider before sending that follow-up e-mail
Savvy direct marketers understand that completeness results in full historical views for accurate, efficiently executed analytics. What do we mean by completeness?
Here’s three steps you need to perform when you build your marketing database
The distance a customer lives from a store generally is predictive of future purchase behavior. But if you calculate it wrong, it could do serious harm to your database
Is it better to try and convert a single-channel buyer into a multi-buyer, or should you leave well enough alone?
When it is time to build a marketing database, a company’s internal IT group almost always lobbies tenaciously for the assignment. For IT professionals, this only seems natural. After all, the word “database” carries all sorts of connotations of nuts-and-bolts computer science
We know through statistics and stories that multichannel customers are far superior to those who have only ordered from a single channel
You know those automated phone prompts, the ones that tell you to press “1” to speak with a customer service rep? As convenient as they are for the consumer, they could also do damage when it comes to classifying your customers. Here’s why you need to retool those systems