List brokers need to play a more strategic role with their clients, and communicate that role better, if they want to survive in the ever-evolving field, ALC chairman/CEO Donn Rappaport said at his company’s annual For Brokers Only luncheon May 4 at New York’s Chelsea Piers.
One of the most common objectives of market research is to find the customers’ wants and wishes, or their hot buttons. But what if traditional market research identifies the wrong hot buttons? What if conventional market research singles out hot buttons that will freeze your finger? What if standard market research uses a malfunctioning thermometer?
EMM can mean many things to many marketers, but it typically consists of strategic and marketing planning, financial management, marketing resource management, data integration, information storage, campaign management, customer analytics, Web analytics, personalization, interaction management, channel management, and marketing performance.
Matchbacks on business-to-business files are more complicated than on consumer files. If you title slug, the only way to match is at the address level. If you mail by name, the match rate is low because often the contact person has changed.
Merchants are increasingly aware of the need to invest time, money, and resources in ensuring that customer data are secure. Pressure from federal and state governments, the payment card industry and
Used to be that the number of consumer catalogs received plummeted between January at one time the most voluminous month of the year and February. This
Despite significant consolidation during the past few years the acquisition of Signals and Wireless by the parent company of Art & Artifact, for instance,
To determine your core customers, make a point of consolidating your consumer information from multiple sources into one database, advised Marketsmith president/CEO Monica Smith during a session at last week
Modeling has come a long way beyond the good old recency/frequency/monetary value (RFM). Thanks in no small part to the rise of cooperative databases,
During my career in catalog circulation planning, I was frequently called a control freak. I freely admit to the