16 June 2018
Introduction This article outlines the case for considering Permission as the 8th P in the marketing mix. It is slightly lighthearted as I wouldn’t presume myself […]
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2 October 2016
What response rates can you expect from Direct Mail? Warm Direct Mail – mailings to your active customer file: In our experience, warm direct mail, i.e. DM […]
9 May 2012
‘Multivariate’ means ‘many variables’ and in the context of marketing it usually means analysing multiple variables from customer records to get a deeper understanding of the […]
6 May 2011
For many years CRM has been a “direct” channel delivering one way communications to customers. Now, with the advent and maturity of social media networks brands […]
27 October 2010
Predictive modelling is a term with many applications in statistics but in database marketing it is a technique used to identify customers or prospects who, given […]
12 October 2010
Your customer database is a potential fountain of opportunities to improve campaign targeting, creative messaging and return on marketing investment. Good database analysis can have a […]
30 July 2010
I once attended a research debrief to report the results of a survey into the communication effects of a direct mail campaign. The survey asked if […]
28 June 2010
Smart data analysis can be a major source of campaign insight and even competitive advantage for brands and advertisers. The customer data owned by a brand […]