Selecting solutions and integrating them with your existing technologies is only half the battle. Life with marketing technology gets even more interesting once you start putting it to use. Marketers are still having trouble deploying these systems to their maximum value.
Pegg Nadler loves the unknown. Where others see challenges, she sees opportunities. Where others fear change, she fears boredom. These are some of the qualities that have driven her 30-year direct marketing career, the bulk of which she's spent advancing database marketing operations at commercial and nonprofit organizations and giving back to the direct marketing community. And they're why she's Target Marketing magazine's Direct Marketer of the Year.
By Lisa Yorgey Lester How to identify possible churn within your database. Customer defection should come as no surprise. Your customers are waving goodbye as they slowly walk out the door. If you learn to read the signs beforehand, you can launch a preemptive strike to potentially keep them from churning—before you need to spend additional money to win back customers in whom you've already invested. That is, if they are profitable. If not, you may simply want to let them keep walking. Suss Out Churn At its essence, segmentation divides a file into groups that behave differently. In this case, you want to
Join the Exchange Question: What are your tips on keeping data accurate and clean? Answers: It's been determined that from 50 percent to 75 percent of a b-to-b direct marketing campaign's success rests on the accuracy of the list used in the direct marketing communications, whether it be by mail, e-mail or telephone. We all know that people change jobs within their companies or join a new companies. The question is how fast do people change their contact information. Direct marketers must target and communicate to the correct "buyer" within the company. Therefore, the problem is how to keep your own database
By Hallie Mummert Data mining initiatives are all the rage these days, especially modeling and clustering. These analytical processes can provide tremendous insight into which customers are most/least profitable and how to identify others like them; which products sell best; and which channels deliver a strong return on investment. That is, they can if your database is clean enough, complete enough, and updated enough to give you reliable information. According to a white paper titled "Data Quality: A Problem and an Approach" by Javed Beg and Shadab Hussain of data warehousing firm Wipro Technologies, on average, 15 percent of the data in a U.S.
Five companies turn data dilemmas into marketing solutions Too often, companies think of their databases as … databases: collections of names and numbers, of dates and dollar amounts. And technically, that’s what they are. But if you think of your database as just names and numbers, that’s all you’ll get out of it. Your data is your record of customer interaction; as such, it is your most valuable commodity. Like the story of the jeweler who locked up his customer list—not his diamonds—in his safe each night, marketers must revere their databases. The sad fact, however, is that much data is in disarray.
What You Need to Know Before You Append Alone, the transactional data in your customer database only will tell you how recently a customer made a purchase, how frequently he or she buys from you, and his or her dollar value to your company. Appending psycho-demographic data to your house file gives you a more robust database. With a more complete representation of who your customers are, you can better tailor your offers and increase response. When appending general data elements, such as age, income, home ownership or presence of children, contact a minimum of three data providers, recommends Bernice Grossman, president
By Lisa Yorgey The die is cast before the first query runs. "A marketing database is only a tool. As such, it's not a panacea," points out Bernice Grossman, president of DMRS Group, a New York-based database marketing consulting firm. No matter how much money is invested or how many hours it takes to build, a database is only good if it is used. A database needs to be efficient for what you need it to do. Because different users have different needs and requirements, "you have to build it with an eye for how it will be used," explains Cyndi Greenglass, president of