The theme of this year’s DMA World Seattle, held April 6, was “Relevance and Results.” Not surprisingly, database marketing played a significant role in many of the sessions. Here’s a sampling of suggestions and comments from speakers regarding how to improve your database marketing efforts:

* Customers’ media preference and aversions should be a field in your database, alongside demographic data, buying history, and other fields, said Ernan Roman, president of Ernan Roman Direct Marketing.

According to Ernan Roman, understanding the difference between permission marketing and “consensual marketing” generated more than $300 million in incremental revenue for IBM during the past five years.

Grapevine, TX

Grapevine, TX

Grapevine, TX

John Higgins is one of the top reporters covering the television industry. He’s also funny, smart, and a great schmoozer. What he’s not is a fashion plate.

This past holiday season, consumers weren’t the only ones waiting for the last minute. Catalogers waited until the last minute as well, to send their