Data & Analytics

When it is time to build a marketing database, a company’s internal IT group almost always lobbies tenaciously for the assignment. For IT professionals, this only seems natural. After all, the word “database” carries all sorts of connotations of nuts-and-bolts computer science

One-to-one communication is widely recognized as the primary goal of e-mail marketing, but the challenge is knowing where to begin. Personalization is a key factor that drives e-mail relevance and perhaps one of the easiest to apply.

Probably the most important improvement that catalog mailers can make to dramatically improve their business is to put aside their fascination with the Internet and take a more realistic view of what channel is really driving the sale. Identifying that factor is key to segmenting your file.

Looking to get new catalogs in the hands of customers? Try sending them as package inserts. And, if you can convert that customer into a multibuyer, you can try inserting relevant offers in with future orders.

Data analysis software is only as good as the people using it. And those folks better make sure the software isn’t spitting out misinformation. Here’s some of the things that can happen if you don’t include the human element and have some checks and balances

Looking to achieve relevance in your e-mail campaigns? The first thing you need to do is improve your segmentation tips

To extract maximum value from e-mail marketing programs, you need to manage them with the same discipline applied to every other direct marketing channel. As you complete your budget planning for holiday 2008 and next year, ask yourself if your team maximizing your e-mail strategy

Why did Steve & Barry’s need to file Chapter 11? Inventory issues aside, it did a horrible job at collecting data on its customers. Matter of fact, take away credit card data, and it knew nothing at all about its customers. Data collection by Steve & Barry’s did not seem to exist