Robert McKim

By Bob McKim Customer value should be the focus of your analyses. The hubbub surrounding "amazing" customer relationship management (CRM) applications has finally died down and given way to more reasonable approaches. Now, a more practical question is being asked: "Who are my customers and what do they look like?" This has a measurable characteristic in comparison to the once-fashionable "faster to market" and "total customer satisfaction" models that were impossible to gauge. Today,

by Carol Worthington Levy This is a great time to be in direct marketing. Database information is becoming more plentiful and accurate; and clients are finally seeing the value in really knowing their customers. Together, this gives the creative department more tools than ever to hand-craft creative that is truly response-driven and reaches the customer more intimately than before. Today, creative teams are being pressed to produce on-target work and prove it with trackable accuracy. In the "bad old days" everyone was in their own corner operating independently and without knowledge of what other groups were doing. The creative team would be given some

by Robert McKim 5 Mistakes that could destroy your site—including scrimping on budget ncreasingly consumers would rather sit at their computers searching for information than spend another hour sitting through another execrable sitcom or over-hyped sporting event. This trend should cause some waves of fear at companies like Gillette, Procter & Gamble and other mass marketers who still spend upwards of 80 percent of their communications budgets on TV. The market for their products is splitting up into millions of individuals who do their own research and find what they want on the Internet. It is interesting to note that according to a recent Harris-Poll survey,

by Robert McKim Americans continue to show strong support for gaming as an entertainment activity. An overwhelming majority of U.S. adults—92 percent—say casino entertainment is acceptable for themselves or others. Sixty-two percent of U.S. adults say casino entertainment is acceptable for anyone (an increase of one percentage point over last year), and 30 percent say it is acceptable for others but not themselves. Only 8 percent of Americans say casino entertainment is "not acceptable for anyone." One of the most surprising, yet logical places for sophisticated database niche marketing is the $7 billion casino industry. Faced with fierce competition in a crowded industry,

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