Topic

CRM

  • Data Driven ROI

    Nine Database Marketing Sins

    The early morning session at any conference can do a lot to put attendees on the right path for the rest of the day. Fortunately, Arthur Hughes’s “Nine Deadly Mistakes in Database Marketing” session on Tuesday morning at DMA06 in San Francisco was no snoozer.

  • Data Driven ROI

    Live From DMA06: Integration of Brand and Direct is Critical

    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.

  • Data Driven ROI

    B-to-B Pays Attention to Retention

    (Direct) Ten years ago, Frederick Reichheld’s “The Loyalty Effect” demonstrated to the world that a five-percentage-point decrease in customer defections could improve per-customer profit anywhere from 25% to 85%

  • Data Driven ROI

    Think Before You Contact

    In direct marketing the call to action is critical. If you capture how a prospect or customer historically responds via mail, the Web, inbound call, face

  • Data Driven ROI

    Don’t Stop Now

    ARE YOU ACTING JUST LIKE most other small businesses out there? Do you ignore or fail to communicate to your existing customers often enough? I’m not

  • Data Driven ROI

    Match ‘Em Up

    KATHY’S DESIGNING HER NEW restaurant’s kitchen and is looking to buy several new high-end stoves, refrigerators and the like. As the salesman prepares

  • Data Driven ROI

    Channel Challenges

    A number of years ago I was in a kickoff meeting for a large project focusing on multichannel order management. The goal was to integrate data from different

  • Data Driven ROI

    Attention to Retention

    TEN YEARS AGO, Frederick Reichheld’s The Loyalty Effect demonstrated to the world that a five-percentage-point decrease in customer defections could improve

  • Data Driven ROI

    It’s Good to Be King

    Treat your best customers with care Top customers deserve special treatment. You can afford it, and they expect it and thrive on it. So business marketers

  • Data Driven ROI

    Just for You

    TODAY MORE THAN EVER, consumers and business prospects alike subscribe to the age-old direct marketing principle WIIFM: What’s in it for me? Personalization