Thought Leadership

Published Articles

Debating the database future

CEO Roy Wollen joined a panel of database experts in this discussion with BtoB Magazine which explores how the best b2b marketers use databases, the challenges of multi-channel marketing and why the customer doesn’t care who gets credit for the sale ...
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Growing Your Business without Breaking the Bank

As a small business owner, you face a conundrum: you need new customers, but may not have the know-how and resources to acquire them. You could hire an expert to do it for you, but this option can become costly. Or you can do it yourself, with a little help from an information solutions provider and the Internet.
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http://www.directmag.com/directtips/Basic_marketing_tips/

Speeches and Whitepapers

A Modern Approach to RFM Segmentation

Despite the current love affair with predictive models as the only customer segmentation strategy, direct marketing's three-variable elixir, Recency-Frequency-Monetary Value (RFM), still has a place in modern database marketing. RFM is not a replacement for inferential statistics, whose models are far superior in predicting response, sales from a campaign or long term value and retention. But in the real world, RFM can still be useful when models are not practical. RFM also provides an easy to understand management summary of customer behavior based on purchases.

Download Whitepaper (di01_amodernapproach.pdf)

Don’t start your RFP before you do a needs analysis

Before any Request for Proposal (RFP) process, or its relatives Request for Information (RFI) and Request for Quote (RFQ), begin with a process to understand your own expectations and formulate your definition of success.
Download Whitepaper (di02_norfpbeforeneedsanlaysis.pdf)

5 ways to segment customers on a non profit database

Database Marketing is the process of designing, building, managing and implementing a targeted marketing strategy through defining layers of customer segmentations that lead to a one to one communication with each customer/member/donor.
Download Whitepaper (di03_5waystosegmentnonprofit.pdf)

Is that really you clicking?

Your customers prefer to use the internet anonymously until there is a good reason to login, provide an address and divulge their identity. If you provide value, they will feel justified in identifying themselves and recommend your site to others. If too much knowledge is brought to bear, a customer the experience will feel creepy, and you forfeit any good will generated up to that point.
Download Whitepaper (di04_isthatreallyyouclicking.pdf)

What’s so bad about New Customers?

New customers are either loyal advocates in training, or a hole that will drain company resources from the moment they get on your database. Taking the long term view of customer acquisition programs will give you tools to distinguish between the two.
Download Whitepaper (di05_whatssobadnewcust.pdf)