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

Two Ways to Ensure Positive Customer Communication
May 23, 2007

In today’s competitive marketplace, data management and segmentation both are crucial to identifying, retaining and marketing to valuable existing and potential customers. Unfortunately, many organizations fail to recognize data as a valuable asset. Here are two ways to ensure you’re using your information to drive effective customer communication: 1) Check your data quality regularly. Keeping your marketing database updated, cleansed and maintained can provide great return on investment in terms of market share, profit, strategic opportunity and more. Investing in database maintenance not only allows you to identify key customers, but also to identify their behavioral patterns and needs. A study by Gartner

Melissa Data’s New Database Targets Homeowners
May 15, 2007

Online database makes it easier to find prospects based on both homeowner and property information RANCHO SANTA MARGARITA, Calif. (May 15, 2007) — Melissa Data (, a provider of business and consumer mailing lists, databases and sales leads, today announced the availability of a Homeowner database, one of the first online databases offering comprehensive information on both absentee and on-site homeowners, and their properties. “Absentee and on-site homeowners represent a segment of the population with substantial buying power,” said John Hull, Melissa Data vice president of list sales. “Using the Homeowner database, businesses may customize, order, and download targeted lists to reach the right

Four Observations Regarding the Teens and Tweens Market
May 9, 2007

Fickle and elusive, teen and tweens still represent a whopping $200 billion spending power that will only grow with time, says the recent April 2007 report “Marketing To Teens and Tweens.” Produced by New York–based EPM Communications, this guide seeks—through charts, case studies, strategic insights and practical examples—to uncover all the hidden motivators that can capture the attention of 8-to-18-year olds, all 49 million of them. Derived from EPM’s executive summary of the report, here are a few observations to consider before approaching this growing, fast-moving audience. 1. Teens and tweens are not the same: While some characteristics and trends are shared between

Database Marketing: A 24-point Checklist
April 1, 2007

We have learned a great deal from database marketing in the last two decades. The following is a list of the 24 essential techniques used in database marketing. Anyone who works in marketing today has to be familiar with, and be able to use, all of these methods. Test your knowledge with this checklist. #1—LTV Customer lifetime value can be calculated in any industry, B-to-B or B-to-C. It is used to guide direct marketing strategy. In the early days of database marketing, few marketers knew how to calculate it or how to use it. Today it is widely practiced. #2—RFM RFM

The Road Less Traveled
April 1, 2007

Actelion Pharmaceuticals Ltd. has taken the road less traveled before. It all started when the founders of this independent biopharmaceutical company left Roche to pursue therapeutic applications for several molecules they had discovered. Pharmaceutical giant Roche had opted not to continue the research because of limited market demand. A decade later, Actelion has built a thriving, multinational organization on discovering, developing and marketing drugs for unmet medical needs. Case in point: The company’s flagship drug, Tracleer, treats pulmonary arterial hypertension (PAH), a complex disease historically overlooked by pharmaceutical firms and physicians alike. PAH has been under diagnosed due to a lack of awareness, explains Martin