Direct Marketing | Print
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Data Driven ROI
A Nation of 300 Million Customer Records
The Dow Jones Industrial Average closed above 12,000 for the first time last Thursday. Two days earlier, the U.S. Census Bureau announced that the United States has now officially
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Data Driven ROI
Catalogers Offer Views On A Metric Too Many
When it comes to analytics, is there such a thing as too much information? Very much so, and here’s a nifty trick to find out if you’re going too far: “If you can’t remember all your metrics, you are probably measuring too many,” says Bruce Detweiler Breckbill, vice president of direct sales for Lehman’s, a Kidron, OH-based marketer that sells a variety of household products that don’t rely on electricity.
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Data Driven ROI
Brand Metrics: Which Ones Should You Track?
What causes you to wake up at 3 a.m. in a sweat?
For marketers, it may be response rates and clickthrough rates,
For CFOs, it’s cash flow and net asset value.
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Data Driven ROI
The “Holy Grail” of Marketing Metrics
Last issue’s article, “Is Marketing ROI Dead?”, discusses how companies need to begin shifting their ROI viewpoint from campaign and product silos to a more holistic marketing performance management strategy. It advises on two key steps to begin this evolution. This article will elaborate on the first of those steps – how to determine the right marketing metrics to measure.
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Direct Marketing | Print
Meet the Broker: Michael Natoli
Today we meet Michael Natoli, account executive for insert media brokerage at Leon Henry Inc. Natoli has a degree in geography from Syracuse University, and he uses that knowledge in a way he never anticipated. He landed his first job in direct marketing at Leon Henry eight years ago, after working a few odd jobs.
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Direct Marketing | Print
The Brand-Direct Marketing Connection
As marketers have an increased need to be accountable and make their advertising dollars go further, the brand/direct connection is becoming more important, said Karen Ebben, director of CRM modeling and program evaluation, General Motors.
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Direct Marketing | Print
Mail Stream: A Report on Incoming Direct Mail
Mikasa & Company, a multichannel merchant of home goods, focuses on entertaining with the help of celebrity chef Tyler Florence in its recently tracked Fall 2006 catalog.
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Direct Marketing | Print
Live From DMA06: Spanish, Japanese Programs Give DMA Annual an International Flavor
Never mind love: If the Direct Marketing Association has its way, direct response will be the international language.
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Direct Marketing | Print
Live From DMA06: DMA Names Cabela, Temple, Kuhn to Hall of Fame
The Direct Marketing Association board of directors has named to its Hall of Fame Dick Cabela, founder of Cabela’s John W. Temple, CEO of Guideposts and the late Donald Kuhn of May Development Services/Direct Media to its Hall of Fame.
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Direct Marketing | Print
Live From DMA06: How to Sell to Institutions
The nation’s institutions–which include everything from schools to hospitals, city and county governments, libraries and religious institutions, represent a $4.1 trillion annual market, are largely resistant to recessions and very often are predictable steady buyers of products. But they’re not as easy to reach as some might think , said Mary English, assistant director of strategic alliances at MCH at a session Tuesday morning.