A Model Response
February 1, 2004

5 Steps to Building a Sound Response Model By Forrestt Severtson It is very easy to fall into the situation of putting the cart before the horse when it comes to response modeling in the direct mail arena. How tempting it is to let the technical aspects associated with modeling distract you from the most important principal in building a model: Business needs must define and drive the modeling process. If you don't clearly understand your business problem and how to measure it, even the best model in the world won't help you solve it. Consider the typical problem of acquiring new customers. The

The General Contractor
December 1, 2003

By Alicia Orr Suman If you want to reach a general contractor, chances are you won't find him in his office. In all likelihood, he's working out of his truck. That's the busy nature of the business—especially right now; home construction is at its highest level in 17 years, according to an article titled "Building the Perfect Career" in The Philadelphia Inquirer in October. The recent home-building and home-remodeling boom means general contractors are making money. It also means they're spending a good deal—on items from tools and equipment, lumber, and other supplies to office products and computers. To sell to this market,

The Changing Dimensions of a List Manager
August 1, 2003

By Pam Mulligan Many of us are aware of what list managers do for their list owners—advertising, publicizing, representing at tradeshows and conferences, executing Web and e-mail promotions, making in-person and telephone sales, keeping track of historical rental and exchange records of names, and issuing financial reports on list rental revenue of their managed lists. But is that all there is to being a list manager today? What is your definition of a list manager? Start with the word "list." It denotes a series of names and addresses (postal, e-mail, etc.), and a variety of selections—gender, geography, hotline. When you think of