Data

ARGI Acquires MediaBrains’ Reader Services Division, Introduces ARGI Focus
March 21, 2007

Montvale, NJ, March 20, 2007 -- ARGI, the leading provider of Subscription and Membership Customer Management services, today announced that it has completed the acquisition of the Reader Services business of MediaBrains, a leading provider of publisher-centric lead generation solutions. The acquisition provides ARGI with 170 new clients who represent over 400 publications serving both Business-to-Business and Business-to-Consumer readers. “The MediaBrains Reader Service acquisition is central to ARGI’s mission of providing outstanding service to clients who utilize our subscription fulfillment solutions” said Ray Butkus, CEO, ARGI. “The ability for publishers to provide measurable results to their advertisers, in the form of leads, is critical to

Five Ways to Upgrade Your Direct Mail Offer
March 14, 2007

With March Madness beginning, it rapidly becomes clear that one win is nice, but it doesn’t ensure that your team will last through the first weekend. The “One and Done” scenario is similar in the direct mail arena, where one-year subscriptions and one-product-only purchases are certainly useful but don’t build success in the long run. Rather, you want to increase overall sales and orders; a.k.a., get more wins. To do that—and thus get more return per package—consider the following five ways to upgrade your current offer. To help craft this winning formula, Target Marketing leaned on two reputable “coaches” in the field: Alan

Preparing Data for a VDP Campaign
March 1, 2007

After several years of reading about variable data printing (VDP), and having received your own fair share of customized direct mail pieces, you’ve decided to try it. Perhaps your marketing staff includes a copywriter and a graphic designer, so you’re not worried about the creative. However, what you’re not so sure about is your database, the storehouse of variable elements you’ll need for your campaign. Do you have the right data? Is it in the right format to take advantage of a fully customized VDP campaign? Regardless of whether your vendor is an in-house printer or an outside direct mail marketing company, you’ll

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