John Miglautsch

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

By Hallie Mummert Data mining initiatives are all the rage these days, especially modeling and clustering. These analytical processes can provide tremendous insight into which customers are most/least profitable and how to identify others like them; which products sell best; and which channels deliver a strong return on investment. That is, they can if your database is clean enough, complete enough, and updated enough to give you reliable information. According to a white paper titled "Data Quality: A Problem and an Approach" by Javed Beg and Shadab Hussain of data warehousing firm Wipro Technologies, on average, 15 percent of the data in a U.S.

By Hallie Mummert World-class direct marketing doesn't happen by accident or overnight. Companies known for their excellence in one area of business—think L.L. Bean and customer service, Amazon.com and ease of use, The Sharper Image and merchandising strategy—spend years and buckets of money developing processes and technologies to advance their performance levels. Of course, a large company can afford the investment high-level operations require. While medium- and small-size companies don't have deep enough pockets to compete with large companies inch for inch, they are not barred from tailoring best practices to fit the size and scope of

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