Lists & Data - Business
Data? B-to-B Mailers Have It
When it comes to database use, you might think business-to-business marketers trail their consumer counterparts. Well, think again.
The range of database applications in B-to-B is as broad and creative as
B-to-B marketing itself.
LISTINGS
New lists National Arbor Day Foundation Give-a-Tree Donors This list of greeting-card buyers had trees planted in national forests in honor of card recipients.
Listing forward
Is the list business dead? Or, to put it more politely, is it still serving the needs of multichannel merchants? Some list firms have added modeling services.
Model Behavior
Want to drive higher responses and find a wealth of viable prospects in your database?
You’ll have to brave a bit of math. That is, you must segment your file and apply predictive models to it. And that’s a complex task. Above all, you have to know what models can and can’t do.
Kurtz to be Honored by HVDMA
Brian Kurtz, Boardroom
Alternatives to the List Rental Market
Brokers have learned to live with co-op databases, and a few list firms have started their own. But some merchants are going straight to Abacus or NextAction.
The Hidden Gold: Ship-tos and Giftees
Want to tap into some overlooked names? Try the ship-tos and giftees on your house file. They will respond better than requestors and on a par with your older buyers.
But don
Lazy PR People, or Improper E-mail Appends?
Sometimes I groan when a press release comes across my inbox. But I’m not about to go all Chris Anderson on the public relations people who send me things of no relevance to Multichannel Merchant or Chief Marketer.