Cross Channel

Almost every cataloger loses money acquiring customers, and makes money mailing to customers. So it

One of the first steps in a contribution analysis is to combine information from your profit and loss statement with the end-of-season key code report you run from your mail order processing system. The number you need to derive from your P&L is what is commonly called the contribution margin (contribution to overhead or fixed operating expenses and profit).

Failing to adequately differentiate your customer base will hinder your company’s database marketing efforts, says Jeff Hassemer, director of product strategy at the data management solutions division of marketing solutions provider Abacus.

When it comes to defining data for identity theft bills, the Direct Marketing Association says lawmakers on Capital Hill aren’t on the same page. Which is why John Greco, president/CEO of the DMA, says his group needs to help lawmakers understand what is and what isn’t data that would cause a security breech.