Doug Stein

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

Tasked with raising renewal rates on home warranties, Doug Stein, president of Sunrise, Fla.-based HMS National turned to a process of in-depth customer interviews, called "voice-of-the-customer" research, for answers.

The beauty of direct marketing is that it proves itself. And as the new marketing channels—Web, mobile, social—are developing, they're proving themselves, too.

More Blogs