How to Track Incremental Demand
In order to maximize your marketing effort by channel, it
Data & Analytics
Specialists Acquiring 21st Century Marketing
At the Direct Marketing Association’s List Day event in New York on Aug. 2, Specialists Marketing Services president Lon Mandel said his companies would acquire two firms over the next 45 days. The first one was officially announced Wednesday.
Avoiding One Bounce Too Many
In prior columns, I
Making the Most of Your Co-op Prospecting
With the postal increase now in effect, mailers are asking themselves how they can drive increased performance and possibly reduce circulation. One approach is effectively integrating your prospecting strategy with the cooperative databases.
Use Traditional and Non-traditional Data In Your Models
During a session at List Day on Aug. 2, Erik Findeisen, CEO of direct marketing consultancy FC Data Services, outlined a few traditional and non-traditional sources catalogers should take advantage of when modeling their lists.
Show Me The Data: Map Your Plan
Marketing project deadlines are typically not flexible
From Merge Skew to True List View
Random allocation of multibuyers will not give you a statistically valid read on their overall list performance. The merge conceals your true list performance, which is what’s needed to make informed decisions regarding your list sources. How do you get a true list view?
Reactivate Old Customers With New Products
Speaking at the Direct Marketing Association’s List Day on Thursday, Janette Barret of International Masters Publishers Inc. said the secret to reactivating old expires is to offer them a new product within the same affinity.
Segmenting Beyond RFM
Catalogers need to identify and then segment meaningful factors on their house files. Doing this will help you decide how deep into a buyer file to mail, which catalog covers to use, and how much to mail a contact during a season.
Find and Flag the Business Buyers in Your House File
Many business-to-consumer catalogers sell to companies as well. If your catalog is a hybrid that sells to both consumers and businesses, you should segment and flag the businesses on house file.