Consider the source
When a computer reseller wanted to increase catalog circulation last year, the company’s analysis group director told the circulation analyst to include
Lists & Data - Business
Database bits and bytes
The theme of this year’s DMA World Seattle, held April 6, was Relevance and Results. Not surprisingly, database marketing played a significant role in
Calculating incremental response
When measuring the effectiveness of a promotion, it’s not enough to know the overall response and revenue. What you really need to measure is the incremental
Postal reform gets rolling
In addition to the lower-than-expected proposed rate increase and the fact that it may not happen at all there’s more cause for optimism: The House Government
A Tale of Two Databases: Marketing and Operational
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.
Early Result Analysis for Early Birds
Chances are you need to make decisions regarding your next mailing before a majority of the results from your most recent mailing are in. Fortunately,
Seven Tips for Cost-Effective Prospecting
It’s one of the core tenets of direct marketing: You can’t grow if you don’t prospect. At the very least, you need to compensate for the natural attrition rate associated with just about every business. But prospecting above your house file attrition rate can be expensive.
A Clean B-to-B Database Reaps Almost Instant ROI
Building and maintaining your business-to-business house file can be daunting, says Bernie Goldberg, president of Yardley, PA-based Direct Marketing Publishers. The problem is often compounded by the use of different databases throughout the business. These multiple databases frequently have no common link, making it all but impossible to exchange information among departments.
Annual Net Income Increases 50% at Jos. A. Bank
Hampstead, MD-based cataloger/retailer Jos. A. Bank Clothiers (Nasdaq NM:JOSB) said annual net income increased 50% to $24.5 million for the year ended Jan. 29, compared with $16.3 million in net income last year.
Pet supply catalogers groomed for growth
Sixty-two percent of the nation’s 111 million households include at least one pet, according to the American Pet Products Manufacturing Association. Yet