Direct Response articles from December 2004

Direct Response archives from December 2004

News Focus: Direct Mail - Direct mail still delivering, reports say.
December 1, 2004... A brace of independent market research studies has shown that direct mail is proving an effective and popular channel for consumers, despite recent negative media coverage of the medium. In one survey by DMIS, UK consumers were shown to...

News Focus: Database Marketing - Data owners 'in denial' about data quality issues.(Brief Article)
December 1, 2004... Clients' apparent unawareness of the importance of data quality and legal compliance is the single biggest issue affecting database marketing. This finding is part of an exclusive survey conducted by Direct Response of managed service...

News Focus: Corrections.(Correction Notice)
December 1, 2004... On page 11 in the Smart Awards Book of the Night enclosed with this issue, Intelligent Print Solutions should have been listed as the supplier highly commended for the T-Mobile Euro 2004 direct mail pack. In last month's Data Health Check,...

News Focus: Smart Awards - IPS scoops supplier award.(Intelligent Print Solutions wins supplier of the year award )(Brief Article)
December 1, 2004... Print management company Intelligent Print Solutions (IPS) has won the coveted Supplier of the Year award at the 2004 Smart Awards. A capacity crowd of over 600 guests saw the print management company beat off competition from DQM Group, MM...

News Focus: Events planner.(Brief Article)(Calendar)
December 1, 2004... DECEMBER 2 Marketers' Christmas Party (in aid of NSPCC) Venue: The Radisson Edwardian Vanderbilt, 68-86 Cromwell Road, London, SW7 5BT. Visit www.theidm.com. 7 DMA Awards 2004 Venue: The Grosvenor House Hotel, Park Lane, London. ...

News Focus: And then the party started ..(awards judge-Jonathan Burston)(Brief Article)
December 1, 2004... Scanning the post-presentation party at the Royal Lancaster Hotel, it's hard to say who was enjoying themselves more: winners such as Marc O'Regan and his Counting House Proximity team, the Tullo Marshall Warren gang or the boys from digital...

News Focus: Diary of a Doormat.
December 1, 2004... Jed Murphy is managing director of the DM arm of Carlson Marketing Group. He lives in Streatham in a house that currently needs far too much renovation work for his limited DIY abilities. Jed can usually be seen driving through the streets...

News Focus: B2B Data - B2B data pool offers purchasing histories.(Brief Article)
December 1, 2004... Abacus UK has launched what it says is the UK's first business-to-business transactional database. The Abacus B2B Alliance carries details on named buyers within client organisations. Alliance members contribute their customer information,...

News Focus: Database management - Identex gets BBC Worldwide job.(Brief Article)
December 1, 2004... BBC Worldwide, the BBC's commercial subsidiary, has appointed Identex to manage and develop its central consumer database. Identex will manage data across all of BBC Worldwide's units, which market books and DVDs, and offer subscriptions to...

News Focus: People - Allen takes OgilvyOne data role.(Danny Allen )(Brief Article)
December 1, 2004... DM agency OgilvyOne has appointed Danny Allen as head of analytics. He comes from utility company RWE npower where he was head of strategy and planning, customer solutions and intelligence. Before that Allen was business solutions director...

Opinion: The end of the road for spammers.(Column)
December 1, 2004... Direct marketers believe that the effectiveness of the internet, e-mail and mobile marketing will increase dramatically over the next few years, according to a joint study from Forrester Research and the European DM trade body FEDMA, published...

News Focus: Permission - Survey reveals support for opt-in as the offline norm.(Brief Article)
December 1, 2004... A majority of marketers (62 per cent) say they believe opt-in should be the norm for offline communications, according to a survey by The Preference Service. Two-thirds of marketers say they have adopted opt-in for online communications,...

News Focus: Data products - Segmentation tool launched.
December 1, 2004... Wegener DM has launched a customer segmentation tool that attempts to help marketers understand motivations behind consumer spending patterns. REALmotivations combines market research with Wegener's own lead-to-purchase data to offer a...

News Focus: Legal Eagle.
December 1, 2004... James Milligan is legal and public affairs adviser at the Direct Marketing Association. This column is not intended to constitute legal advice. For specific legal advice, contact your solicitor. For DMA membership details, contact Sean Moore on...

How to ... avoid e-mail bounce backs.
December 1, 2004... There are several reasons for a returned e-mail, but often the most frustrating is when a firewall makes the decision. But there are ways to avoid the spam traps, says Gavin Wheeler. E-mails that bounce back are the bane of direct...

Creative masterclass on ... selling work to clients.
December 1, 2004... You may have your creative and a great idea - even a client who you know is looking for just the thing. But do you have the skill to sell it, asks Sean Moore. If your initial client sale fails, you may find yourself re-working creative...

Data Clinic: Ask the experts.
December 1, 2004... Our panel of data specialists this month looks at injecting some heat into cold lists, broadening demographics for a niche group, and explains attitudinal segmentation. We're a Third World charity and the performance of some of our cold...

Data Clinic: Get connected.(www.enetwatch.com)(www.gmail.com)(www.pureprofile.co.uk)(www.blockbuster.co.uk)(www.upmystreet.com)
December 1, 2004... Searching for companies that continue their product offering online is one of Jeremy Brook's pet loves. It's extremely useful for keeping him abreast of the competition. Working as a digital account handler at an integrated agency allows...

Data Clinic: How to buy ... tele-appending.
December 1, 2004... To ensure your customer files are accurate for telemarketing, here are six tips for having your data tele-appended by a licensed bureau. If telemarketing is part of your marketing mix you'll need to add or check the accuracy of phone...

Data Clinic: DataTalk.
December 1, 2004... The list broking commission model hasn't changed in years and brokers are losing out. It's time to consider a fee-based alternative that could benefit all sides, argues Jonathan Burston. The earning model for list brokers has remained the...

Data Clinic: What I do in data - Mike Pulvertaft, sales director, Conduit Business Information.
December 1, 2004... Q: How did you arrive in this job? I joined the company seven years ago from an ad sales background. Rain or shine I was out selling door-to-door across the UK. A good friend who was working for Conduit at the time dragged me in from the...

Data Clinic: What is ... An index?(Brief Article)
December 1, 2004... An index measures from a list of variables which ones are most or less significant. Within DM, indices are widely used in customer profiling, response analysis and evaluating Gains Charts model performance. It is calculated by looking at a...

Data Clinic: Case Study - Boots Advantage Card.
December 1, 2004... Boots' regular mailings were targeting customers too finely. A new system allowed it to be more inclusive. One of the longest-running debates in marketing has centred on the value, or lack of it, that service businesses derive from their...

Data Clinic: Data Health Check - IMP.(International Masters Publishers)
December 1, 2004... When you have a database of more than six million customers, refreshing that information is an important and mammoth task - and one in which goneaway files definitely prove their worth. Christina Papas reports. The Case International...

Data Clinic: Technique - Using and improving on customer data integration.
December 1, 2004... With the numerous channels that now exist through which marketers can communicate on a one-to-one basis with consumers, the ability to create a single customer view has never been more pressing, says Jon Can-Lopez. Creating a single view...

Data Clinic: A broker's view.
December 1, 2004... A recent survey has shown that 18-30s have strong opinions about giving to charity. There are inventive ways to track down this elusive group, says Gerry Scott. According to a UK survey of more than one thousand 18-30-year-olds quoted...

Data Clinic: Which list? A round-up of new or updated consumer, business and online lists.
December 1, 2004... NEW LISTS Consumer Fishing Enthusiasts BVG Airflo Group has made its two lists of fishing enthusiasts available to rent. These are buyers from the Tightlines/Fishtec Fly Fishing, and Fishtec Coarse Fishing catalogues, which sell a...

Lists & Data: The great opt-in debate.(direct marketing)
December 1, 2004... A mandatory opt-in for direct mail would prove deeply unpopular with the industry. But Rob McLuhan examines to what extent opt-in is now the norm. Aired last summer, a now-notorious TV programme on consumer attitudes to direct mail...

Home Shopping & Fulfilment: Channels of choice.
December 1, 2004... Selling through multiple channels, or being able to choose a specific channel through which to sell, has freed the retailer and lifted profits. In today's world of choice, customers expect a fast response and an abundance of home shopping...

Print & Mail: Pushing the envelope.
December 1, 2004... There's more to getting mailpacks out of the mailroom door than meets the eye, says David Murphy. Given the importance of the data, the creative treatment and the offer to any DM campaign, it's perhaps not surprising that the nuts and...

DMA Forum: DMA View on ... Postal market not quite open.(Direct Marketing Association)
December 1, 2004... In the eyes of many, postal deregulation has promised much and delivered little. January 2005 marks the second anniversary of the opening up of the postal market, yet most would agree there is still very little genuine alternative to Royal...

DMA Forum: DMA View on ... Suppression pledge sought.(Direct Marketing Association)
December 1, 2004... Nearly three-quarters of companies claim they use suppression products, according to the first-ever survey to track suppression take-up. More than 250 companies responded to the e-mail survey, conducted by Experian Intact on behalf of the DMA's...

DMA Forum: Comment - Why a premiership of DM awards will sort the great from the good.(Direct Marketing Association)(Brief Article)
December 1, 2004... Do you know how many award schemes there are? No? There are scores... for all the marketing disciplines, media, regional agencies, marketing effectiveness, suppliers, and companies who treat their staff well. Some magazine will soon announce a...

DMA Forum: Bulletin Board.(Direct Marketing Association)
December 1, 2004... DMA AWARDS SHOWCASE This year's DMA Awards winners will have their work showcased in The Annual, a 160-page hardback book with high-quality photography and detailed case studies on each of the winning campaigns. The first 100 copies are...

Secrets of my Success: Scott Logie Managing director, Occam.(Occam Direct Marketing)(Biography)
December 1, 2004... I've always had pretensions to be arty or to work with figures, so when I left university I decided that arty, plus numerate, equals marketing. My route into the world of direct marketing was launched with a vaguely techie, data and...