MCM staff
Business-to-business marketers have used private promotional databases to improve response and better target their mailings since the early 1980s. Now, says Linda Huntoon, executive vice president, of Greenwich, CT-based list services firm Direct Media, consumer merchants are starting to take advantage of them as well.
Recency, frequency, and monetary (RFM) database segmentation has been proven to work. Yet many smaller companies
While myriad high-tech tools and techniques exist to help you scrub your data, you shouldn
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.
After a few years of waning interest in mailing catalogs overseas, a number of U.S. marketers are stepping up their international efforts. According to Mark Bridges, senior vice president, international division for Hackensack, NJ-based MokrynskiDirect, response rates for international mailings have improved 5%-10% this year
The publicly traded multichannel merchants tracked by CATALOG AGE got their first taste of Christmas during the November sales period. Though the direct units for the most part performed admirably, retail performance was another matter.
Rosy Deal for Shriver The latest celebrity to have a rose named after her is none other than California’s first lady, Maria Shriver. The daughter of the
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
Office Depot’s Oct. 4 announcement of the departure of chairman/CEO Bruce Nelson did not stun some industry observers. After all, comparable-store sales