Data

CUNA Mutual Group’s Dave Griffith on Attitudinal Data Framing
August 15, 2007

It’s not a phrase you hear much about yet, but “attitudinal data framing” increasingly will be a strategy that direct marketers discover, and a few years down the road, possibly even rely on. I had the pleasure of hearing a joint presentation on the subject at the recent Direct Marketing Association’s (DMA) 2007 DM Days New York Conference & Expo. The topic was explored by Dave Griffith, director of consumer analytics at Madison, Wis.–based CUNA Mutual Group, a leading provider of financial services to credit unions and their members worldwide, and Mark Graham, senior vice president at Chapel Hill, N.C.–based marketing research firm and

Database: The Missing Link
August 1, 2007

Does your marketing execution pursue strategy or tactics? Do you have the tools to help you pursue both to success? First you must know the difference between strategy and tactics. Strategy: the grand design, the plan for obtaining a specific goal, such as learning how to sell trucks. Tactics: a set of actions, devices or methods in service of the strategy, such as each day’s coursework in a sales class about how to sell trucks. The Goal The most effective marketers focus successively on their strategy and their tactics. Accomplishing this ideal approach requires the development and execution of a strategy through the well-organized and efficientperformance

People Magazine’s Jacqueline Meltzer on List Prospecting
August 1, 2007

Few would argue that list prospecting just ain’t what it used to be. “Been there, tested that,” aptly describes the reality of sourcing names for marketing managers with seasoned products to promote. But opportunities still are out there for those list pros who are willing to walk a little further and look a little harder—work reminiscent of the days when the list business was just getting off the ground. One marketer who will be sharing her group’s rolled-up-our-sleeves stories at tomorrow’s List Day, held at the Marriott Marquis, is Jacqueline Meltzer, senior marketing manager for People magazine. She will present list prospecting ideas as part

Nuts & Bolts: Tech Talk
August 1, 2007

Bill Pay on the Go A recent Harris Interactive survey reports that 35 percent of consumers pay bills online. Now, mobile bill pay is making online payments even easier. Cyphermint recently partnered with financial services company Fidelity Express to provide mobile bill payment services through PayCash Mobile via Fidelity XpressPay. After registering at www.paycashmobile.com, consumers can initiate a payment from their cell phones or schedule a mobile bill pay alert. When a payment is due, customers receive an alert and can pay with a single click from a Fidelity mWallet, or mobile wallet, account managed from any cell phone, personal computer or PayCash-enabled

The Five Types of Marketing Dashboards
July 18, 2007

Marketing dashboards have created a buzz in the direct marketing arena, but what exactly can they do and what are the benefits of using them? A marketing dashboard is a specially designed widget, configured to show vital company statistics, updated on a daily, weekly or monthly basis, depending on who the stats are for (executives, managers, statisticians, etc.). Dashboards can help marketers get a better grasp on one of their most important, and often overlooked, direct marketing tools: data. According to Devyani Sadh, CEO of Stamford, Conn.-based Data Square, a business-intelligence solutions provider, “businesses only use 7 percent of their data to make strategic

AutoNation’s Scott Zientarski on Variable Data Printing
July 11, 2007

Variable data printing (VDP) can be a cost-effective way to speak to consumers based on their individual needs. Because graphics and text can be changed on the fly without slowing down the presses, VDP allows marketers to capatalize on information gleaned from database marketing activities to deliver a more personalized message. This week, TM Tipline caught up with Florida-based AutoNation’s Director of Database Marketing Scott Zientarski, who shares his experience implementing on-demand variable data printing, its advantages and challenges. Target Marketing: How did you decide to use variable data printing to customize mailings? Scott Zientarski: Our segmentations and data assets provide tremendous insights into

Triggers in Action: Welcome Messages That Go Beyond Thanking the Customer
July 1, 2007

With more than 10,000 new subscribers a day, a prominent media and entertainment company was having difficulty cost-effectively managing phone inquiries from new customers. It needed to develop a welcome program that immediately touched new subscribers, introduced them to the product, answered questions, and increased customer service and retention, while keeping costs down. Working with a multichannel marketing provider, the entertainment company developed a welcome program based on individual customer triggers that were activated by a new subscription. The program consisted of a multi-pronged series of communications to new subscribers that was created to eliminate unnecessary phone calls and increase customer satisfaction. The program structure: Day

Database Marketing: Timing Is Everything
July 1, 2007

Imagine being able to time a marketing campaign so it hits exactly when a customer needs the product or service promoted. Today’s trigger-based marketing programs seize the moment by capturing just-in-time data and then turning that data into executable campaigns before the window of opportunity with customers and prospects begins to close. Companies that engage in trigger-based marketing programs are yielding as much as a 400 percent improvement in response rates. They are marrying their knowledge of customer behavior and preference with trigger-based campaigns that strike while the iron is hot, all without busting the marketing budget. Defining Triggers Triggers represent specific moments in time that

Four Modeling Don’ts
June 27, 2007

With response rates in general not what they used to be, more companies have turned to modeling to help them market smarter. As such, predictive models have “evolved into more cost-effective, widespread and rapidly deployable applications,” notes Maria Marsala Herlihy, senior vice president, strategic consulting and analytics, at Knowledgebase Marketing, a Richardson, Texas-based database marketing solutions provider. Unfortunately, Herlihy says, this quick adoption has resulted in plenty of companies not properly understanding the modeling process, and so their models don’t perform consistently or successfully. Herlihy identified four pitfalls in the modeling process that marketers need to avoid during her session, When Good Models Go Bad,

SpecComm selects ARGI for Subscription Fulfillment
May 30, 2007

FOR IMMEDIATE RELEASE – NEW YORK, NY SpecComm, a multi-title B2B publisher headquartered in Raleigh North Carolina, today announced its selection of ARGI as its subscription fulfillment provider. SpecComm, already a client of ARGI Focus, its Reader Services product, will now be managing two of its most mission-critical applications using ARGI. Ray Butkus, ARGI CEO commented, “We are extremely pleased with SpecComm’s choice of ARGI to provide subscription fulfillment services. SpecComm has been a client of our ARGI Focus reader service for several years and we are excited that they have chosen to expand their relationship with us. SpecComm will be able to fully maximize the