When it comes to your house file, your holiday buyers should be treated
differently from nonholiday buyers, according Jim Coogan, president of
Sante Fe, NM-based consultancy Catalog Marketing Economics.
The already crowded consumer co-op database landscape recently got even busier with the introduction of Wiland Direct, the sixth major player in the game. Wiland
joins Abacus, NextAction, I-Behavior, Prefer, and Z24.
Anyone dealing with Japanese direct marketing lists, either as a user or as a list manager/broker, has surely heard about the
Developing a seasonal campaign a multichannel, multiple-impression integrated marketing effort designed to run across an entire season is akin to making
The number of 12-month women’s apparel catalog buyers may be declining (see Women’s apparel universe now on the wane, January issue), but mixed-gender
Q Let’s get started by talking about what you consider your greatest circulation and database challenges. Bonnie Preace, circulation manager, REI Our
Many companies have invested large amounts
Global data quality and management is a growing challenge for any company that markets products and services overseas. It
By now you know that optimizing your house file is a proven way to improve profitability. But you may not know exactly how to go about honing the file. Jim Coogan, president of Sante Fe, NM-based Catalog Marketing Economics, offers four suggestions:
As discussed in the last article (Taking Inventory of Database Marketing Capabilities, May 16), the first step in shifting to a more strategic approach to database marketing is to take a careful inventory of your current capabilities compared with current established best practices.