Channel Integration

A Tale of Two Databases: Marketing and Operational

| MCM staff

In keeping with the move toward multichannel marketing, many catalogers are converting their house files into customer marketing databases, says Arthur Middleton Hughes, vice president/solutions architect for Richardson, TX-based database marketing firm KnowledgeBase Marketing. Some are using advanced techniques to increase customer response, retention, and cross-sells. In return they are seeing increased rates of retention and increased order sizes.

Critics’ Choice

| MCM staff

This year’s Order Management Software Review includes grades and ranks for each major software function from the vendors’ own perspective, giving you

Cable Access

| Mark Del Franco

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

OPERATIONS

| Sherry Chiger

Nowhere is the effect of the Internet on the industry clearer than when looking at how orders are received. The respondents to this year’s Catalog Age

Integrate for Improved Prospecting

| MCM staff

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

| Mark Del Franco

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

Slow & Steady

| Debra Ellis

There is a breakdown between the theory and the implementation of customer relationship management. The theory seems simple enough: Create a unique shopping

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