Beyond the basic model
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,
Data & Analytics
Case Study: Marketsmith Helps Tumi Determine Core Customer
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
February’s catching up
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
Market snapshot: Gifts catalogs maintain a collection of buyers
Despite significant consolidation during the past few years the acquisition of Signals and Wireless by the parent company of Art & Artifact, for instance,
Metrics for Managing Your Co-op Database Circulation
For most mailers, understanding the cooperative databases is a big part of managing a catalog
Show Me the Data: The Benefits of Being a Control Freak
During my career in catalog circulation planning, I was frequently called a control freak. I freely admit to the
Live from Direct Media Co-op: Rules of Co-op Database Engagement
White Plains, NY
What 50 Years in Business Means for Insert Media
When you consider that there are very few insert/list brokers who have survived 50 years in business, it certainly is a testimonial to being able to earn enough to make the payroll and pay the rent every time it is due. On a serious basis, without undue modesty, it means that Leon Henry has seen a panorama of newly created media and been able to continue to promote a concept now taken for granted.
Positive Thinking Will Restore Trust in the Direct Marketing Industry
Trust within the direct marketing industry will be restored once those within the industry treat it with a more positive focus: That was the message behind Susan McNamara
What Should You Expect from Your Service Bureau?
What price do you place on a business relationship? Is the association motivated by profit alone, or is it motivated by a higher calling? To determine if your service bureau has forge a productive business relationship with you, answer these questions: