The Great Direct Marketing Mentor Shortage
September 3, 2013

I am fragile. In the early a.m. hours of a Sunday morning in August, my house in Philly was broken into. Peggy was out of town and I was alone, asleep in the bedroom on the third floor. The perp tried to jimmy a front window with a crowbar. He then gave up and wrecked the mail slot in the middle of the front door, reached through it and let himself in. The alarm system was not activated.

NBC Blog Uses Instagram Fiasco to Slam Data Brokers
December 21, 2012

Two days ago,'s "Red Tape Chronicles" used Instagram's recent policy change as a chance to attack marketing data providers. Click through to the story to read more: "Instagram's abrupt change of terms this week created a predictable Internet chatter bomb, as Web users erupted in anger that the firm might violate their privacy and property rights. Sadly, there is no such outrage at companies which buy and sell our privacy as their business model—and much less interest in promising efforts to rein them in. What do they

101 Examples of Social Business ROI
January 13, 2012

A few years ago, I put together a list of social media marketing examples. The list contains 324 examples of brands putting social media to use and at that point in the social media industry's evolution, it was the best of what was around (and still might be). Now that initiatives have been in market, any reasonable business manager would expect to see program results. However, quantified results in social business and brands willing to stand behind them are difficult to find. But the truth is out there …

Maximize Local Search Presence in 5 Easy Steps
September 7, 2011

A lucky 13 percent of all searches relate to Web users trying to find information about local items, according to comScore. According to Google, 20 percent of searches on its engine are related to location. Yet only four million businesses have claimed their spots in Google Places—perhaps representative of the overall situation.

Improving Campaign Efficiency and Reducing Expenses
February 13, 2008

Direct marketers can improve campaign efficiency in two in ways. One is reducing costs by sending out fewer promotions or cutting the physical promotion’s cost (e.g., reduce the number of creative package inserts or switch to less expensive telemarketing shops), without dramatically reducing prospective buyers. The other is increasing the number of prospects likely to respond and purchase. This article assumes that direct marketers are using one or more targeting models and that these tools are up-to-date. If not, then bringing them up-to-date is the first step. Right Person, Right Time, Right Offer, Right Channel To reach your marketing goal, put greater effort into

The Crash of Two Iconic Business Models — 1
January 8, 2008

Most consumers know that their buying and bill-paying habits are closely monitored by the three great credit rating agencies: Equifax, Experian and TransUnion. What is less understood is the highly complex algorithm of scoring—taking all that bill-paying data on an individual and determining the chances that he or she will fail to pay a credit card charge or default on a loan. The dollar amount of credit extended and the Annual Percentage Rate (APR) charged are pinned to a consumer’s score. The unquestioned master of scoring alchemy is Fair Isaac, on whom some of the blame for the sub-prime crash—and perhaps the coming

Business Outlook 2003
December 1, 2002

Industry experts get serious about privacy, postage, telemarketing and more. Reported by Paul Barbagallo, Brian Howard & Hallie Mummert Privacy. The U.S. Postal Service. Telemarketing. Congress. These four topics dominated the discussion at Target Marketing's Business Outlook 2003 breakfast, held during the Direct Marketing Association conference in San Francisco in October. We gathered a distinguished panel of industry experts to outline the major issues direct marketers will face next year, and found that the more the industry changes, the more it stays the same. When Target Marketing convened a roundtable seven years ago to discuss the future of direct marketing, we gnashed teeth over