Ahead of the Curve
New Technologies
December 1, 2003

New Technologies By Lisa Yorgey Lester Technology has been the biggest catalyst of change to the direct marketing industry. The introduction of the personal computer has enabled marketers to process large quantities of data and thereby maximize the advantages of direct marketing. Data analytics, marketing automation and optimization technologies not only give marketers unprecedented access to data, but allow them to manage and manipulate it. They've been able to market more efficiently and smarter as a result. Marketers can better leverage their customer information and campaign histories to make more relevant offers to customers and prospects. Here's a look at some of the