Market Snapshot: Gifts Titles Collect New Buyers
For merchants of gifts and collectibles, when you give, they receive. And during the past two years they’ve been receiving more names of people who have
Data & Analytics
Best Practices in Data Mining: The Second Five Commandments
Data mining is enhanced, often dramatically, when the source data are improved. The ultimate goal is for data mining to be performed off a platform that
Catalog Tracker: February Chill Hits Catalog Volume
Just as it had in January, year-over-year catalog volume declined in February, judging by Direct Media’s Catalog Tracker.
PRC Denies Rate Implementation Delay, Grants CCM Late Notice of Intervention
The Postal Regulatory Commission (PRC) on Friday denied a request from the Coalition of Catalog Mailers (CCM) to delay implementation of the new rates for Standard Mail flats as new testimony was received.
Identify Crossover Buyers in House File Segmentation
Are you automatically dropping off your older buyers, suppressing them from your mailings perhaps after 24 months of inactivity, perhaps after 36 months or longer?
Developing Business Rules for Matchback Allocation
With the flood of web buyers arriving without source codes, matchback analysis has become the methodology for reading results. Matchbacks are simply matching the mail file of the circulation with the response file of orders received during the life of the catalog being measured.
Choosing a NCOALink Option
In its Best Practices White Paper on Address Hygiene, East Greenbush, NY-based database marketer I-Centrix identifies one key difference between these products: the amount of move history contained in the file. The NCOALink 0-48 month process provides 48 months of move data and assigns nixie return codes to records that are almost, but not quite, NCOA hits.
Spring Clean Your Lists Before Postal Rate Hike
As the May 14 postal rate increase draws closer, it is essential for companies to understand the complexities of those changes. That means mailers need to get in the habit of keeping their databases extra clean, says Arnie Cohen, senior manager of product logistics for Carlsbad, CA-based marketer/mail house Modern Postcard.
Live From The Direct Media Co-op: DMA Fears Do-Not-Mail Legislation
With the impact of user-generated content such as blogs and YouTube at consumers’ fingertips, the future of direct mail is still The Direct Marketing Association’s biggest concern.
Quick Tip: Use E-mail Subscriber Status to Improve Catalog Response
When it comes to e-mail as a marketing channel, determining the relative value of a contact to whom you can promote via e-mail vs. one to whom you cannot is pretty simple; it