CRM

• Data Driven ROI

  Getting Ready

  This issue, Direct begins a three-part series on the fundamentals of a successful database marketing program.

• Data Driven ROI

  Financial Services: Making Change

  CRM and an enterprisewide database enable MainSource to shift its focus to serving multiple customer needs

• Data Driven ROI

  Live From NCDM: Tales of Database Buffoonery

  How many data miners does it take to build a model? More than you would think, judging by the stories told by Sam Koslowsky.

• Data Driven ROI

  The Case for Private Promotional Databases

  Business-to-business marketers have used private promotional databases to improve response and better target their mailings since the early 1980s. Now, says Linda Huntoon, executive vice president, of Greenwich, CT-based list services firm Direct Media, consumer merchants are starting to take advantage of them as well.

• Data Driven ROI

  Penzeys Cooks Up Magazine

  The Penzeys Spices catalog has garnered a cult following, in large part because of the half-dozen or so recipes included in each issue. Now the Milwaukee-based

• Data Driven ROI

  Marketing to Segments of Opportunity

  Over the last few years, there has been a lot of buzz about CRM. Large, sophisticated marketers have spent millions of dollars to automate processes that help them to focus marketing efforts on customers.

• Data Driven ROI

  Five Emerging Trends in Database Marketing

  First came operational databases that ran order entry and fulfillment activities. From them evolved marketing databases, which have become central to overall business strategies. And from those marketing databases, trends are emerging that affect how we manage our relationships with customers and prospects

• Data Driven ROI

  Better Sales by Segmentation

  “How to Get the Most Profit from Your Housefile” is a surefire winner of a title for a conference session. During his session of the same name at the DMA 87th Annual Conference and Exhibition in New Orleans last week, John Lenser, president of San Francisco-based consultancy and list firm Lenser, offered plenty of suggestions

• Data Driven ROI

  Freedom Files

  Prospect databases give mailers the leeway to model, append…and save on list costs

• Data Driven ROI

  The Next Generation

  Marketers’ high-tech solutions achieve the kind of customer relationships mom-and-pop shops built on their own