Data

Two Key Metrics That Determine Online Success
February 21, 2007

Just because you can test a host of marketing ideas more economically online than you can via print channels does not mean you are guaranteed success on the Web. And you certainly have to measure your efforts if you want to find out if anything you’re throwing up against the wall is sticking. Will Hakes, senior director, analytics at Aspen Marketing Services, an integrated marketing services firm with headquarters in Chicago, advises marketers to track and analyze the following activities to get a sense of how well their programs are working: * Clickthroughs—”I know that’s a common one,” says Hakes, “but it’s analogous to who’s opening

Senior Advisors Wealth Management’s Joshua Mellberg on Predictive Modeling
February 14, 2007

The best way for Joshua Mellberg, president and founder of Tucson, Ariz.-based financial planning firm Senior Advisors Wealth Management, to sell his company’s investment services is to meet with prospects face-to-face. And over the past few years, he has found direct mail is the key to getting his foot in that door. “We do lead-generation seminars that allow prospects to see what we are about, what services we offer,” Mellberg explains. “For me to get in front of people, the most cost-effective way is mailers. … We’ve done telemarketing and it’s getting harder with the do-not-call lists, hiring the staff, constantly tweaking the [script]. We’ve

Nuts & Bolts: 5-minute Interview with Joshua Mellberg, President/Founder, Senior Advisors Wealth Management
February 1, 2007

The best way for Joshua Mellberg, president and founder of Tucson, Ariz.-based financial planning firm Senior Advisors Wealth Management, to sell his company’s investment services is to meet with prospects face-to-face. And over the past few years, he has found direct mail is the key to getting his foot in that door. “We do lead-generation seminars that allow prospects to see what we are about, what services we offer,” Mellberg explains. “For me to get in front of people, the most cost-effective way is mailers. … We’ve done telemarketing and it’s getting harder with the do-not-call lists, hiring the staff, constantly tweaking the [script]. We’ve

Lists: Keepin’ Up With the Joneses
February 1, 2007

Historically low interest rates have driven one of the biggest home-buying booms the United States has ever seen. According to the National Association of Realtors (NAR), the past three years have brought record highs for sales of existing homes—and that’s impressive, considering the NAR has been tracking home sales since 1968. Another attractive fact: The median price of a home in 2006 was $222,000, which is up a little more than 1 percent from 2005 levels. Everyone is waiting for the real estate bubble to burst. But according to NAR predictions, existing home sales should trend slightly upward through 2007 and into 2008, and

Agora Inc.’s Chris Hines on Developing Marketing Dashboards
January 31, 2007

To help their marketing departments keep up with the speed at which business moves today, companies are investing more time and capital in automation tools that put knowledge into the hands of front-line management. Thus the rise of marketing dashboards, which can be defined as analytics tools that gather key performance measures and make them available to users via their computer desktops. This week, Target Marketing talks to Chris Hines, vice president, marketing intelligence at Publications Services LLC (part of publishing firm Agora Inc.), about the benefits and pitfalls of creating such marketing information tools. Target Marketing: What are the benefits of a marketing dashboard? Chris

Five Pointers for Targeting Online Offers
January 24, 2007

With seemingly limitless options for interacting with visitors, Web sites present marketers with a conundrum on where to start when they want to improve the outcomes of such interactions. “About five or six years ago, there was so much promise in technology itself that everyone tried to predict behavior and create better online targeting based on online behavior,” says Will Hakes, senior director, analytics at Aspen Marketing, an integrated marketing services firm with headquarters in Chicago. “There is still this notion that looking at a customer’s Web traffic is sufficient to predict what he’s likely to do, and in most cases, it’s not.” For marketers

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