Data

Rodale’s Todd Leiser on Modeling
January 17, 2007

For more than two decades, multimedia publisher Rodale has been relying on modeling as a way to unite and maximize its very large customer database. Today, the company has more than 26 million active customers on file, and its modeling program is even more powerful than ever, enabling Rodale to send out hundreds of millions of promotions each year—including more than 140 million direct mail efforts—in support of its constantly evolving repertoire of magazines, books and DVDs. Here, Todd Leiser, the Emmaus, Pa.-based organization’s vice president of database marketing, pauses to discuss what it takes to keep Rodale modeling strong. TG: How has modeling enhanced

USG Corporation Selects ARGI’s Insight Sapphire Database Management Solution
January 16, 2007

FOR IMMEDIATE RELEASE CHICAGO, IL – December 27, 2006 – USG Corporation (NYSE: USG), a leading building products company, has chosen ARGI of Montvale, New Jersey, as its new marketing database solutions provider after a four-month competitive search. ARGI (formerly known as Automated Resources Group International), initiated work on the development of the USG database earlier this year. USG Corporation is a Fortune 500 manufacturer and distributor of high-performance building systems. “We will be a Building Systems Industry marketing leader in how USG targets prospects, and builds customer relationships,” said Richard Long, Interactive Marketing Manager at USG in describing the goals that ARGI Insight will

A Shipshape Recruiting Effort
January 11, 2007

By Hallie Mummert, editorial director, Inside Direct Mail Planning, analysis and refinement are key components to achieving any goal. For the U.S. Navy, these processes apply as readily to the challenge of finding and attracting top talent as they do to fighting a battle on the high seas. Given the Navy’s continual state of readiness for the latter situation, it is well-suited then to use direct mail effectively to tackle the former objective. With the assistance of its agency of record, Campbell-Ewald, the Navy Recruiting Command has been enjoying smooth sailing with a #10 envelope control effort that leverages a phone card premium and motivational messaging

Direct Marketing Association Selects ARGI and Alterian to Provide Membership Marketing Database
January 8, 2007

FOR IMMEDIATE RELEASE New York, NY, January 8, 2007— The Direct Marketing Association (DMA) announced today it has revamped its database marketing infrastructure, moving to an integrated multi-channel database marketing platform. The Association selected an Alterian-based solution from ARGI to provide the platform for its new membership and marketing communication efforts. “DMA members are leaders in data and database management driven marketing. We are pleased to advance DMA’s own marketing efforts, leading by example in establishing the DMA as a database-marketing center of excellence,” said DMA executive vice president and COO, Dr. Ramesh Lakshmi Ratan, “ARGI’s expertise in Membership Customer Management, and the integrated functionality of

First Up: Market Segmentation Tools
January 1, 2007

Make Your Customer’s Acquaintance Does your prospect like to hike on the weekends or would she rather take in a flick? How about her neighbor … what does he like to do? How much does each make? If you were a casual observer, it might seem slightly intrusive to ask such questions outright, but to a marketer, this insight into consumers’ lives is pure gold. With a reserve of information compiled on the basis of both demographic and attitudinal variables, a data append is one tool marketers can use to supplement existing data. The systems described below are a sampling of available offerings,

Top Mailing: A Shipshape Recruiting Effort
January 1, 2007

Planning, analysis and refinement are key components to achieving any goal. For the U.S. Navy, these processes apply as readily to the challenge of finding and attracting top talent as they do to fighting a battle on the high seas. Given the Navy’s continual state of readiness for the latter situation, it is well-suited then to use direct mail effectively to tackle the former objective. With the assistance of its agency of record, Campbell-Ewald, the Navy Recruiting Command has been enjoying smooth sailing with a #10 envelope control effort that leverages a phone card premium and motivational messaging to encourage prospective recruits to take

Database: An Ensemble of Models
January 1, 2007

Data miners continually search for ways to improve the predictive accuracy of their marketing models. During the last few years, there have been improvements in the technology tools available that do just that. Additionally, new data sources periodically are introduced that further enhance the modeling result. Processes for employing data and tools have progressed, as well. One approach frequently overlooked by analysts involves developing a series of models, and then combining their outcomes to improve the overall prediction. Creating a set of models can be accomplished in a variety of ways, which I’ll explain later. But first, a little background. When individuals make decisions,

Nuts & Bolts: Book Club
January 1, 2007

“It is impossible to effectively innovate—or even manage—a process that you don’t understand in detail,” writes database expert Arthur Middleton Hughes in the foreword to fellow database authority and KnowledgeBase Marketing colleague Richard Tooker’s “The Business of Database Marketing” (RACOM Communications, 2006). He is paraphrasing one of the many truisms Tooker extols throughout the book, but he might as well be summarizing the publication’s raison d’être. As Tooker explains in his preface, the goal of this book is to provide a holistic explanation of how all the pieces of the database marketing process fit together from a business perspective—not just an overview of technology

Segmentation Strategies for B-to-B Marketing
December 20, 2006

In B-to-B marketing, relationships can be complex. Some contacts buy, while other contacts only influence a purchase decision. Sales often take months to complete, and must go through a multiple step process. Individuals work in teams at a company location, and that location may be part of a larger corporation. Useful and necessary marketing and communication efforts are required to support the entire selling process, but many of those communications cannot be tracked on their own. They might be directed at influencers, or might occur very early in a selling process that may or may not be complete months later. Faced with such complexity, B-to-B

Segmentation Strategies for B-to-B Marketing
December 20, 2006

Why building and using a House File Inventory is the key to B-to-B data-driven marketing success In B-to-B marketing, relationships can be complex. Some contacts buy, while other contacts only influence a purchase decision. Sales often take months to complete, and must go through a many step process. Individuals work in teams at a company location, and that location may be part of a larger corporation. Useful and necessary marketing and communication efforts are required to support the entire selling process, but many of those communications cannot be tracked on their own. They might be directed at influencers, or might occur very early in a