ROI Reporting
By Jeff Barela on May 16, 2013 Are you accurately measuring ROI? Accurately measuring your direct marketing ROI is important to your business and its success. It is often taken for granted that ROI reporting is routine and accurate. The reality is that ROI reporting can be tricky and details can be elusive. ROI reporting is comprised of several core components including cost, revenue, responder identification, and promotion history. Promotion history is foundational to accurate ROI reporting. You need to know whom you marketed, when you...
Read MoreMulti-Channel Marketing
By Jeff Barela on April 30, 2013 Are you effectively executing multi-channel marketing? Multi-channel marketing in today’s world is a given, as virtually every organization markets across multiple channels. But many marketers struggle with effectively executing multi-channel marketing. A primary and foundational component to effective multi-channel marketing is managing and tracking promotion history across all channels for all campaigns. Your marketing database sits at the center of this multi-channel world. For instance, you may...
Read MoreStart Using Big Data For Marketing Purposes With A Marketing Database
Everyone is talking about "Big Data," but it’s not the data, it’s what you do with it. No matter how much marketing data you have, if it isn't Trustworthy, Accessible, Fresh & Integrated it will not help your marketing efforts or your organization. Here are 20 questions you should be asking about "Big Data" and the importance of that data to your organization.
Read More10 Tips: Solving Marketing’s Biggest Problem of 2013
Far too many marketers bombard consumers with ineffective messages and clumsy requests. As a result, their marketing programs are stuck in neutral, struggling with small opt-in audiences. Use your marketing database to create a message your audience will relate to and act on.
Read MoreChronic Non-Responders
By Jeff Barela on April 16, 2013 Are you able to identify and effectively manage your chronic non-responders? Ideally, you would either stop marketing or reduce your marketing frequency to individuals who do not respond and likely never will respond. But you do not want to stop or decrease marketing too early to someone who may respond in the future. It is a delicate balancing act to determine when the cost of marketing exceeds the benefit and when to stop or slow down marketing to certain individuals. Determining when this line is crossed...
Read MoreFatigue
By Jeff Barela on April 2, 2013 How can you avoid marketing and list fatigue? If you do not know who, how often, and which channel(s) you are using to market to your customers, it is nearly inevitable that you will over-market to them. And this will likely impact your best customers. There are consequences to this fatigue. Your customers may tune you out, and if you saturate them with overwhelming, non-relevant communication, they may globally opt-out from all of your marketing communications. In the worst of cases, they may even take to...
Read MorePromotion History
By Jeff Barela March 18, 2013 Let’s talk about your promotion history. Are you using your marketing database to manage and track your promotion history? To name a few, promotion history impacts many areas of your marketing: list fatigue, previous list inclusion and exclusion, suppressions, ROI reporting, responder profiling, testing, multi-channel marketing, cadence optimization, and managing chronic non-responders. If you want to optimize your database marketing efforts, you must be serious about tracking and using your promotion history....
Read MoreDovetail to Exhibit at the DMA, The Database Marketing Association Conference
Coming to the DMA in Las Vegas, October 12th through the 17th 2013? Come visit us in Booth #746. DMA2013 is the global event for real-time marketers that delivers everything you want to know about data, customer engagement, and accountable marketing. The content will deliver real-world solutions you can use immediately, as well as strategic guidance to help you plan for 2013. You’ll find an inspiring line-up of key thought leaders and innovators from the world’s leading companies. For more information visit DMA. Dovetail–The...
Read More13 Reasons Why Direct Mail Should Be Included in Your 2013 Marketing Campaign
No matter the industry, one common goal that can help companies move forward in 2013 is acquiring new customers and maximizing their lifetime value through the means of one-to-one customer communications. And using a proven direct marketing technique like direct mail can help you achieve exactly that. One of the most effective ways to reach prospective and current customers, direct mail yields one of the highest response rates in terms of marketing messages and company communications. Direct mail produces a 4.4% response rate compared to...
Read More5 Big Things to Consider Before Unlocking the Power of Big Data
Most companies accumulate very valuable and useful information about their customers as a byproduct of their routine operations. Accounts receivable is one major source of who bought what and when. The marketing department has data on who responded to which promotion. Customer service very likely has a collection of both positive and negative reports on customer experiences with the products your company offers. Social media channels may also provide insight into your customers’ habits, life stage and needs. The problem is that often...
Read More
