Cable Access
Will The Garnet Hill Hour be sandwiched between Rug Gallery and Gold Wardrobing on cable-TV shopping network HSN’s prime-time schedule? Perhaps, once
Marketing
To keep growing, Sharper Image prunes
Sharper Image Corp. has had a great run: For nine of the 10 past years, the San Francisco-based manufacturer/marketer of high-tech gifts enjoyed sales
Live from NEMOA: Lego Builds Brand Brick by Brick
Staying true to its mission of providing creative, confidence-building toys for children while continuing to expand its number of customer touch points has been integral to the success of Enfield, CT-based Lego,
Quick Hits
* Last week, Richardson, TX-based KnowledgeBase Marketing acquired Boston-based analytics firm Fortelligent, Terms of the acquisition were not disclosed.
The acquisition will provide KnowledgeBase customers with automated analytic functions. It will also allow KnowledgeBase to link Fortelligent’s technology with KnowledgeBase’s AmeriLink national compiled database, enabling clients to run models and select prospect names.
Setting Your Priorities
List priorities in the merge/purge are a standard topic of debate among database pros, says Scarsdale, NY-based database consultant Michael Grant. Do I put all lists into the merge/purge at an equal priority, or do I give a higher priority to one group of lists, since those lists are my core lists?
Channel Segmentation: What’s Next
By now you know that you should be segmenting your house file not only by recency, frequency, and monetary value (RFM) but also by order channel and by type of Web activity (organic search, affiliate-driven, e-mail responders, and the like). After all, your pure online customers most likely have different characteristics and buying patterns from those who order by phone or those who are driven by a print catalog to order online.
Integrate for Improved Prospecting
So many media, so little time (and money): That seems to be the mantra of multichannel marketers. In deciding which media will provide the greatest return on investment,
2004 a Record Year for DM Deals
Mergers and acquisitions activity within the direct marketing industry was at a record high last year, according to New York-based investment banking firm Petsky Prunier. The firm tallied 550 transactions in 2004 among direct marketing, marketing service, and marketing technology companies
Polish Your Data Dictionary Part 2
Last week Brent Bissell, president of Minneapolis-based consultancy Direct Target One, kicked off a two-part series on the importance of data best practices. Here he concludes his series.
During the course of the interviews I conducted to collect the information for this article, a number of people echoed the same theme: There has been a mass exodus of workers who really know lists and data hygiene protocols, not to mention the upper-level analytic techniques and the skills to know what to use under which conditions. When it comes to basic direct marketing data knowledge, as one interviewee put it,
Six Steps for Profitable Custom Modeling
Faced with new customer types from search and affiliate programs, lower direct-buyer conversion rates, and higher overall costs, multichannel marketers are continually evaluating new strategies and techniques to maintain and improve acceptable levels of success. In the quest for the