Chief Marketer Staff
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The Data Squad
The list compiling game isn’t as easy as it used to be. Once upon a time, yellow pages and public records served as almost one-stop-shopping destinations
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Shopping Advice
At one time or another, most marketers need a vendor to handle some aspect of their creative work. But how does one find the right partner? What’s the
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Virgin Plays Loyalty Tune
Cancel the funeral for the retail music business. Virgin Megastores has created a rewards program that it hopes will stem music downloads and drive audiophiles
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Bunny Hunt
Lindt USA has hit the road in bunny-shaped cars to hand out samples of its iconic foil-wrapped Gold Bunny chocolate candy, just in time for Easter. The
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Get Acquainted
If you want to use data to enhance product offerings, it’s essential to know what you’re working with. Consider the following practices: Cast a wide net
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Direct Asks
What have you bought recently by direct response? I’m a true mail order junkie, and a very eclectic one. Recently I’ve bought wool trousers cuffed and
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Most Maligned Metric?
The open rate is one of the most cited, and yet derided, metrics in e-mail marketing. And both for good reason: On the surface it seems straightforward
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How Non-DMers Measure Up
It’s easy to see what Canadian consumers got from a recent Bank of Nova Scotia sweepstakes. More than 90 who registered at a special Web site won free
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Blender Ad Doesn’t Quite Blend
Quick. If you were paging through a magazine and came across this Breville blender ad, what would your impression be in the first five or 10 seconds?