Peter Harvey

Peter Harvey
Data Mining in the 21st Century

With all the advancements in data mining, why do we keep hearing that direct marketers are experiencing declining results? Direct marketing service companies—specifically, the list industry—are at a turning point: Deliver the performance boosts that clients are demanding by leveraging both the data and data mining tools, beginning with the fundamentals, or someone else will. A Different Mindset While many direct marketers who deploy historical response list marketing tactics are experiencing diminishing performance, those firms leveraging advanced data and data mining tools are meeting with continuous improvement in results. How can marketers get out of the former group and into the latter? First, they and their suppliers