Demographics Plus Distance Data Equals Improved Response
It may seem elementary, but it is difficult to succeed at target marketing if you don
Lists & Data - Business-14-05-2013
Consider the source
When a computer reseller wanted to increase catalog circulation last year, the company’s analysis group director told the circulation analyst to include
Calculating incremental response
When measuring the effectiveness of a promotion, it’s not enough to know the overall response and revenue. What you really need to measure is the incremental
Database bits and bytes
The theme of this year’s DMA World Seattle, held April 6, was Relevance and Results. Not surprisingly, database marketing played a significant role in
Postal reform gets rolling
In addition to the lower-than-expected proposed rate increase and the fact that it may not happen at all there’s more cause for optimism: The House Government
Roses mailer nips bad addresses
The perishable nature of Heirloom Roses’ product line makes incorrect addresses even more of a customer satisfaction issue than it is for companies that
Seven Tips for Cost-Effective Prospecting
It’s one of the core tenets of direct marketing: You can’t grow if you don’t prospect. At the very least, you need to compensate for the natural attrition rate associated with just about every business. But prospecting above your house file attrition rate can be expensive.
B-to-B Ideas of Merit: Combating Prospect Universe Erosion
“B-to-B Ideas of Merit,” from White Plains, NY-based list services firm MeritDirect, is a new series on business-to-business growth strategies that will appear exclusively in List and Data Strategies for the Multichannel Merchant. Ed A. Larkin is director of business development for MeritDirect.
Reconciling CACTUS Data
When a computer reseller wanted to round out a catalog mailing last year, the analysis group director told the analyst to include the ship-to contacts without holding the mailing up for hygiene or merge/purge. The director did not realize that in the company’s recently merged SAP system the sold-to account information was often used to create a shipping label.
A Clean B-to-B Database Reaps Almost Instant ROI
Building and maintaining your business-to-business house file can be daunting, says Bernie Goldberg, president of Yardley, PA-based Direct Marketing Publishers. The problem is often compounded by the use of different databases throughout the business. These multiple databases frequently have no common link, making it all but impossible to exchange information among departments.