Harte-Hanks

A New Approach to Predictive Analytics Model Evaluation
October 23, 2014

Predictive analytics has become routine in a wide variety of disciplines. While models have become standard for many, I am not convinced that many analysts are appropriately evaluating the results of their efforts. Many, including novice analysts, believe that with the availability of gains or decile analysis, the evaluation standards are obvious. Users overvalue the reasonableness of the gains table. Are more responders identified in the top decile segments, fewer in the middle, and a minimum amount on the bottom? While this is important, it does not always lead to selecting the "best" model for a given situation.

Extended Coverage: USPS - Will It Disappear?
March 31, 2014

When your editor makes a decision to defend you in the comments section below a feature article, then the article must have hit a nerve! I talked to several mailers, and association leaders who represent them, in a feature this month in the magazine ... as I should: mailers have a lot to say about goings-on at the Postal Service

Multiscreens – It’s All About Context
March 7, 2014

Who would have imagined even a few years ago we'd be talking about multitasking entertainment and media consumption? Sitting down to watch TV or waiting in line used to be a singular activity. In today's omnichannel world—where consumers access 24/7 content across channels—it seems natural for them to use whatever device is handy to get what they need, or more than one. But are you making the most of this behavior when engaging with your customers and prospects?

What If the USPS Disappears?
March 1, 2014

Once, there was a Constitution-ordained, universal delivery service of hard-copy, print communications called the United States Postal Service. It was affordable, reliable and the most efficient of its kind in the world. Direct mail was its bread and butter, and many brands that sought to find and keep customers in a very targeted manner used the service avidly.

5 Ways to Grow Your Email List
January 16, 2014

Most marketers see email as a critical revenue generator, or at least as an effective way to engage their customers over time. As such, some think the bigger their email list is, the better. After all, each email sent represents potential income. While growth is important, it's also crucial to consider the damage a big, unengaged list can do to your brand's email reputation.

B-to-B Prospecting Data Just Keeps Getting Better
December 11, 2013

The most reliable and scalable approach to finding new B-to-B customers is outbound communications, whether by mail, phone or email, to potential prospects, using rented or purchased lists. B-to-B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size and job role, or title. But new research indicates that B-to-B prospecting data is much more detailed these days, and includes a plethora of variables to choose from

43 Top Tips of 2013
December 1, 2013

To close out the year, the Target Marketing editorial staff reviewed all the content from the magazine, Today @ Target Marketing e-newsletter and blogs in 2013, hunting for some of the best marketing ideas and tips from our top experts to share with you.

5 Hopes for the USPS New Year
November 18, 2013

October 1 marked the New Year—that is, the 2014 fiscal year of the U.S. Postal Service. But it's the same old (sad) song, delivered by a dysfunctional Congress. Thanks to our elected Senators and Representatives, we not only have to endure not just another year of postponed reforms, but also an exigent rate case on top of a regular Consumer Price Index-capped rate hike slated for January.

Chicago With a Purpose: Wrapping up the DMA2013 Session Picks
October 7, 2013

With apology, I want to say that this blog is a little about me—what topics I'm interested in, and sharing a little bit of this knowledge (or lack of knowledge) with blog readers. In the process, I'm hopeful you're doing the same bit of pre-conference research—because it is this forethought and planning, beyond the engagements and booth visits on the Exhibit Hall floor, which make for a truly informative DMA13 conference

State of the USPS
October 1, 2013

As direct marketers, we're closely watching the changes at the United States Postal Service. Discussions about full-service requirements, the consolidation of facilities, elimination of Saturday delivery, proposed exigent rate increases on top of the annual CPI-capped increases, and the ongoing battle over postal reform continue. The decisions made on these issues will have a lasting impact on mailers.