Jim Wheaton

Using simulators to find E-LTV

| Jim Wheaton

You know that best-practices marketing database content is essential to effective data mining. It works in tandem with longitudinal (over time) test panels and business simulators to identify and leverage a given company’s dynamics to provide important strategic and tactical insights.

Going back to the future

| Jim Wheaton

Do you remember the 10 commandments of marketing database content management from previous columns? In case you don’t, here’s a quick recap: The data

Calculating incremental response

| Jim Wheaton

When measuring the effectiveness of a promotion, it’s not enough to know the overall response and revenue. What you really need to measure is the incremental

Multiple analytical tools

| Jim Wheaton

Despite a vast selection of analytical tools available today, many catalogers don’t stray from the traditional customer segmentation of recency, frequency,