Delving into data-driven marketing
This month we introduce a new columnist to MULTICHANNEL MERCHANT: Gina Valentino, owner of Kansas City, MO-based consultancy Hemisphere Marketing. In
Channel Integration
British invasion
The British are coming or at least, their catalogs are. About a decade after several U.S. catalogers including Lands’ End, Peruvian Connection, and Talbots
Clapper Databases, the Metaverse, and the Future of Direct Marketing
Back in the 1980s, industry consultant Don Libey recalls he told a group of direct marketers about this up-and-coming medium called the Internet and how it would change everything everyone had ever learned about the tactic
Custom Prospect Databases: A Revolution, Not an Evolution
In recent years, an increasing number of direct marketers are turning to private prospect databases as a means to combat the external forces that spoil their customer acquisition efforts. For marketers who use direct mail to acquire customers, challenges include declining response rates, list fatigue, lack of new names, shortened campaign times, and the need for timely postcampaign metrics. Not too long in our past, we could have dialed up our modeling efforts, but even sophisticated modeling techniques have their limitations against these industry forces.
How to Improve Response During Holiday 2006
As I write this, most catalogers are in the final stages of constructing their holiday marketing and circulation plans. Here are a few of the top issues and concerns I hear from marketers as they prepare for this most important season.
How to Take Control of Database Marketing
Database marketing is approaching mind-boggling sophistication. But the tools to get the job done are actually becoming easier to use. So easy, in fact, that there
Integrating Search and Traditional Marketing
The Boston Red Sox;