Alan Weber Those

by Alan Weber Those in direct marketing have always been different from those in other industries because they share data. At some level, every industry measures results and tests products, offers and media. Few industries, however, are willing to share customer data for the common good. It is not difficult to understand why some marketers are apprehensive about sharing data. Look at the reaction in the general press when Double Click bought Abacus and attempted to combine Web and catalog behavior. The Supreme Court has recently taken away states' rights to sell driver's license and motor vehicle data, a veritable fountain of information for

More Blogs