Consumer Security Beyond PCI Mandates
A year after the Payment Card Industry (PCI) issued mandates requiring merchants to take ownership of protecting consumer card information, there
Data & Analytics
Building a Holistic Customer View
One of the most difficult yet fundamental steps in creating a customer-centric retail-marketing model is building a holistic view of the customer. This requires identifying and linking all internal sources of customer data to be able to identify each customer as an individual, regardless of where that information resides. Not only is this process an important foundation in driving multichannel strategies, but it is also the basis for creating and delivering a consistent view of the brand to the customer.
What Should You Lose to Acquire a Customer?
Almost every cataloger loses money acquiring customers, and makes money mailing to customers. So it
List Providers Just as Liable for Deceptive Marketing
Note to list brokers, list managers, and list providers: Get to know the business you are providing names to, because you can be held responsible for any laws your client may violate.
Turning Buyers into Loyal Buyers
Just because a person is a buyer doesn
Create Contact Strategies With The Right Stuff
Database marketers who develop their contact strategies without adequate information are committing a deadly sin, says Jeff Hassemer, director of product strategy at the data management solutions division of marketing solutions provider Broomfield, CO-based Abacus.
Making Persona-Based Marketing Work in B-to-B
Just because a person is a buyer doesn
How to Interpret Contribution Analysis Data
One of the first steps in a contribution analysis is to combine information from your profit and loss statement with the end-of-season key code report you run from your mail order processing system. The number you need to derive from your P&L is what is commonly called the contribution margin (contribution to overhead or fixed operating expenses and profit).
Twelve Tactics for Mailing Web Buyers
Web buyers are different from traditional mail order buyers. What legendary entrepreneur Ray Kroc said about McDonald
Comailing and Cobinding: A Critical Consideration
Comailing is the process of merging catalogs that have already been bound into one mail stream. Cobinding occurs during the bindery process as the catalogs are being bound so that catalogs sharing the same trim size can be comingled into the same mail stream.