Look to your ultimate business objectives to determine what data is worthy to collect and keep By Irene Cherkassky Common practice suggests that when you start any endeavor, you always should start at the beginning. However, when it comes to data collection, it’s far more advantageous to start at the end. “Trying to decide what data you want without having a very clear picture of what it is you’re trying to do—what are the business objectives—[is like] shooting in the dark,” explains Chris Lucas, vice president of product management for the Sales and Marketing Solutions group at Short Hills, N.J.-based D&B, a global provider
Dealing with a legacy IT system and a legacy corporate culture With the average adult male spending an average of 29 hours a week watching television (women spend 34 hours), it has been said that many adults feel closer to the people they watch on television than to their own family and friends. I am a news junkie, and Colin Powell has been a fixture on my television set for well over 15 years. I have seen him at home. He has been in my hotel rooms--even following me into cruise ship cabins and airport lounges. I have seen his speeches, attended press conferences
Share your ideas and learn from fellow direct marketers as we cover the hottest issues and best practices in customer relationship marketing. Question: How can direct marketers use information housed in their customer databases to promote loyalty? Answers: Customer loyalty can be promoted by personalized communications. Here is a message we received: "Last year, Mrs. Hughes, you ordered Honey Baked Ham for [insert name here.] Since Christmas is coming up soon, we thought we would remind you that it is not too late to order a Honey Baked Ham for delivery this Christmas. To see the orders you placed last year, just click here."
Companies increasingly are placing a high priority on database marketing initiatives. According to the report “In Search of a Single Version of Truth: Strategies for Consolidating Analytic Silos,” released by The Data Warehousing Institute (TDWI) last summer, consolidation continues to remain a top project for businesses. Driving this urge to merge is the “need for consistent data across the enterprise,” as noted by 90 percent of the respondents to TDWI’s survey. Respondents also reported that only about one-third of all the data structures in their enterprise were consolidated. What’s the stumbling block? The TDWI report points to disagreement between company departments on “terms and
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.
Despite the success of the Internet as a lead-generation tool, direct mail continues to be the best way for many companies to acquire new customers. During the past two decades, mailers have developed very efficient and profitable direct mail methods. Intense competition has reduced the price of rental names to make direct mail highly lucrative when the right offer is sent to the right audience. Most marketers think that after 20 years of direct mail experience the industry has tried everything—but they’re wrong. What I’m going to outline in this article will astonish some long-time direct mail practitioners. It represents a new direction
Triggered campaigns let you send e-mail, build relationships and make money even while you sleep With its silver bullet mantel long since sullied in the spam gutter, e-mail finds itself in the unfamiliar position of underdog. Discredited for prospecting thanks to plunging open rates and handcuffed by Can Spam legislation, e-mail as we once knew it is dead. Long live e-mail. But while e-mail has devolved into a lousy way to get a foot in the door, it’s become an excellent way to keep a foot there. Using e-mail to stay in contact with current customers can reap great rewards. You can parlay the
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
By Target Marketing Staff How to evaluate your current database services supplier—or select a new one ow do you find the right company to provide all the database services you need—from cleaning and maintaining your current database to building a new one from scratch? You do a comprehensive evaluation of each supplier you are considering. To create the evaluation and RFP forms included here, we turned to a recent database services survey conducted by Purdue Research and underwritten by KnowledgeBase Marketing. By studying the responses direct marketers gave to survey questions (such as "what do you look for when you choose a database
by Jin Wheaton Cost marketers believe that a database enhancement is a simple process. After all, how hard can it be to overlay demographic and psychographic variables and then interpret their averages and distributions? Unfortunately, the answer is that it's quite a bit harder than you might think! And, that's the reason for this article: to provide you with a step-by- guide for successfully incorporating demographic and psychographic overlay data into your target marketing program. Four Reasons To Enhance a Database A demographic and psychographic enhancement of your customer or prospect database can dramatically improve your target marketing program. This is because a major