Return of the Lowest Common Denominator

| MCM staff

Many things learned in high school are never to be used again. But you can apply some basic principles of high school mathematics to catalog measurement, says Mike Grant of Scarsdale, NY-based catalog consultancy Michael Grant Direct.

Getting Emotional: Why Segmentation Doesn’t Cut It

| Daryl Travis

The simple purpose of market segmentation is to discover meaningful differences among a target audience. By segmenting the audience, we set out to better understand customers so that we can address them more precisely and persuasively. In the best cases, segments will differ in significant ways that, when addressed with new products or marketing programs, will provide a competitive advantage.

Promotions Giveth and Taketh Away

| MCM staff

Promotional offers can increase response rate and demand per catalog among both the house file and prospect list segments, says Michael Grant of Scarsdale, NY-based catalog consultancy Michael Grant Direct. But the subsequent impact can vary by segment, so be sure to measure the downstream results.

Campaign Management for Database Marketing Efforts

| Scott Cone

This is the sixth article in an ongoing series on database marketing strategy, which outlines an approach to understanding the details of building a world-class database marketing system — regardless of whether you are an expert in analytics or technology.