Channel | Data Driven ROI

The biggest challenge in building a brand's appeal isn't how to attract consumers for whom brandings have no cachet; that answer is obvious. Instead,

Is CRM dead? That was the first question on our minds when we contacted the participants in this year's DIRECT roundtable. For months, we had been hearing

In our last article (Customer Segmentation: Problems, Solutions, DIRECT, March 1), we defined the objective of a survey-developed attitudinal segmentation

Direct marketers have to understand the issues and choices involved in customer segmentation to be able to manage such a project effectively from conception

IN 1939, BOB WECHSLER, a 26-year-old executive with printer/promotion agency Einson Freeman, happened to call on Phillip Liebmann, the young president

The two initial incarnations of Banco Popular de Puerto Rico's loyalty program might be characterized as a couple of successful shambles. Both Premia

Microsoft, which was data-challenged only a few years ago, has boosted its consumer sales and taken a tentative stab at real-time data turnaround with

When PraiseBanners mailed 10,000 1999 catalogs last August, the religious pennants-and-flags company cut its storage fees and generated more than $25,000

Data analysts and direct marketing campaign developers will be in high demand when the economy turns around, according to DM executive recruiters. And

Multichannel integration the combining of multiple selling channels and multiple marketing media is on everyone's minds these days. And if it isn't, it