Direct Response articles from February 2007

Direct Response archives from February 2007

Editorial: Stick to DM principles.(Editorial)
February 19, 2007... An evident truth of marketing is that digital will continue to grow as a force. The only question is how fast. But as digital marketing continues to capture ad spend - as well as headlines - it is worth remembering the basics that underpin good...

News Focus: Electoral Roll-Opt-out levels peak in 2006.(Brief article)
February 19, 2007... The 2006 Edited Electoral Roll has seen the highest opt-out levels yet. Thirty-seven per cent opted out of the 2006 Edited Electoral Roll, a rise of almost five per cent from 2005. Kennet has the highest opt-out level, at 80 per cent, while...

News Focus: Direct Mail - Firms unaware of mail volume.
February 19, 2007... More than half of companies worldwide are unaware of how much direct mail they send out, according to a survey by Dynamic Markets for QAS. Eighty-eight per cent are also in the dark over the financial costs of returned mail. This lack of...

News Focus: Product Launch - 'Real-time' stirs up rivalry.
February 19, 2007... Data giant Experian has entered into the real-time data arena with the launch of an online lead-generation service. Experian launched Canvasse Real-Time, its first tool of this kind for the UK market, last month. At the same, CCB - the...

News Focus: Institute of practitioners in advertising - Future shock for agencies.
February 19, 2007... Agencies must adapt or risk being left behind in the digital age, according to the Institute of Practitioners in Advertising (IPA). The Future of Advertising and Agencies report warns commercial advertising will decline unless agencies...

News Focus: Restructure-anger over pospect cuts.(Prospect Swetenhams' employee management )(Brief article)
February 19, 2007... Prospect Swetenhams has seen three of its most senior staff depart amid a wide-ranging restructure that has further unsettled a company already reeling from the loss of two of its most senior managers last year. Cheryl Pugh, director of...

News Focus: What's new - Acquisition.
February 19, 2007... Marketing Databasics Marketing Databasics has bought the former analytics arm of Wegener DM UK, Results Europe, from DLG. The deal comes just months after Indicia, led by former Wegener chief executive David Perkins, took over...

News Focus: Launches.(product service launch)(Brief article)
February 19, 2007... Royal Mail Royal Mail is to introduce enhancements to two of its existing services aimed at business customers and large volume mailers. The Automated Standard Tariff Large Letter offers discounts to those sending at least 250 large items....

News Focus: Contracts.
February 19, 2007... EuroDirect LA Fitness has appointed EuroDirect and data marketing firm MDS Global Consulting to help it improve customer targeting and find the right locations for its gyms. The firm will use EuroDirect's marketing analysis and targeting...

News Focus: Expansion.
February 19, 2007... Teleperformance Outsourced contact centre provider Teleperformance is expanding its presence in Northern Ireland. A 23,000 sq ft contact centre will be developed, creating 450 jobs and pounds 5.5 million annually in salaries by 2010....

News Focus: Legislation.
February 19, 2007... Direct Marketing Association New rules on company information that must be included on websites and emails came into place on 1 January, see Legal Eagle, page 7

News Focus: Events Planner.
February 19, 2007... FEBRUARY 12 IDM Annual Lunch Venue: Marriott Grosvenor Square Hotel, London Contact: www.theidm.com 27 IDM Data Council Summit Venue: The Grange Hotel Contact: www.theidm.com 27 Preparing and Processing Your Data Venue: Thistle...

News Focus: Diary of a doormat.
February 19, 2007... Ol Janus is operations director and head of client services for data marketing agency EHS Brann Discovery. With a client list including Royal Mail, GB Airways and Mazda, Ol is responsible for managing all database services, including database...

News Focus: Postal service - Royal Mail loses ground but left with final mile.
February 19, 2007... Royal Mail has lost out on two major contracts to rivals TNT Post and UK Mail. TNT Post announced last month that it had won the largest contract since the postal market deregulated, a three-year pounds 90m contract with BT. Under the...

News Focus: Email - New pricing model could spell change.
February 19, 2007... Marketers could soon see the end of the traditional per-email pricing model, according to email marketing company Pure. The firm is launching PureUnlimited, a new bespoke email server system that charges on the set-up and running of the...

News focus: suppression-stop dead list develops.(Stop Dead Consortium)(Brief article)
February 19, 2007... Guardian Newspapers and LloydsTSB are among a number of new members announced by The Stop Dead Consortium, which pools deceased data on a not-for-profit basis. Help the Aged, Boots and Direct Wines have also signed up, bringing the number of...

News Focus: Data moves-Caspian founder quits to join data rival Occam.(Caspian Partnership Ltd)(Brief article)
February 19, 2007... The co-founder of data solutions provider Caspian Partnership, Claire Hart, has left the company following disagreements with her partner over the future direction of the business. Hart, who set up the company five years ago with Irit Reed,...

News Focus: Institute of direct marketing - New council summit aims to bring data centre-stage.
February 19, 2007... The Institute of Direct Marketing will hold its first Data Council Summit later this month. Specialists with global expertise will address how data strategies can complement multichannel marketing. 'The mission of the summit is to...

News Focus: Legal Eagle.
February 19, 2007... James Milligan is legal and public affairsadviser at the Direct Marketing Association. This column is not intended to constitute legal advice. For specific legal advice, contact your solicitor. ForDMA membership details, contact SeanMoore on...

News Focus: Direct Marketing Association - Smith pushes green agenda.
February 19, 2007... The new chair of the Direct Marketing Association (DMA), Rosemary Smith, sees repairing the industry's battered reputation on the environment and other problem issues as a top priority. Smith, who was appointed by the DMA board last month...

Movers: Appointment at iris.
February 19, 2007... George Nimeh has joined integrated marketing agency iris as digital managing director. He previously provided digital consultancy to brands including Red Bull and Yahoo

Movers: Appointment at CACI.
February 19, 2007... Steve Luengo-Jones has been appointed CACI's business development and strategy director. Previously he was managing partner at Peppers & Rogers consulting group

Movers: Appointment at e-Dialog.
February 19, 2007... Simon Green has been appointed director of database, strategy and data services at e-Dialog, the email marketing services company Previously he ran 3RM Strategic Marketing.

Movers: Appointment at Holistic List Management.
February 19, 2007... Laure Regal has joined Holistic List Management to head up its new list-broking division. She joins from list broker Dudley Jenkins

Movers: Appointment at The Software Bureau.
February 19, 2007... David Murray has joined data specialists The Software Bureau as its sales director. He moves from Occam, where he was head of new business - charities

Movers: Appointment at Conduit.
February 19, 2007... Lindsay Johnson has joined data firm Conduit as business development manager. She was formerly account manager at Fairfield Displays

Movers: Appointment at Abacus.
February 19, 2007... Phil Evans has been made client acquisition manager at mail order data cooperative Abacus. Evans leaves Bounty, where he was head of data

Opinion: We must fight against zonal pricing.
February 19, 2007... All direct marketers need to be aware that consultations are due to start shortly on proposals that could fundamentally change the industry's economics. Every sector stands to be affected, from financial services and charities to mail...

How to: How to ... brief a data agency effectively.
February 19, 2007... The results you get from your data agency will depend on how well you have briefed it in the first place. Sue MacLure advises getting a complete grasp of your brand's objectives up front. It is worth considering how the first instances of...

Creative masterclass: Creative masterclass on ... uplifting charity response.
February 19, 2007... Effective fundraising campaigns are still out there. What makes them stand out among the charitable competition, says Mike Colling, is content quality. There are a couple of widely held views about charity campaigns. The first is that,...

Data Clinic: Ask the experts.
February 19, 2007... This month our panel of data specialists discuss 'data-driven marketing', creating an effective doordrop campaign and how to use customer data to help target new business. How much should I rely on customer analysis to drive my marketing...

Data Clinic: Data Health Check.
February 19, 2007... EmapWith its consumer data coming from four channels, the publisher wanted to ensure it was maximising its marketing opportunities. A solution by Alchemetrics helped reduce data exclusion. THE PROBLEM With as many as 70 different...

Data Clinic: Case study.(consumer advice organization)(Case study)
February 19, 2007... Which? The consumer advice organisation had previously recruited new subscribers solely through its prize draw but, with the help of MC&C, it took the bold step of a drastic strategy rethink. It isn't every day a brand has the courage to...

Data Clinic: How to buy ... B2B data analysis tools.
February 19, 2007... Your business needs the right solutions to enable you to extract the most information out of your data. Business success depends on companies' ability to use insight to drive customer retention and acquisition. Previously, expensive data...

Data Clinic: Get connected.(note on useful websites)(Column)
February 19, 2007... From a business-development point of view, the internet is a vital starting point for researching new clients and building better strategies, writes David Green. The internet is an essential research, knowledge and new-business tool I use...

Data Clinic: DataTalk.(direct marketing, managing customer relations)
February 19, 2007... How can companies avoid alienating their customers with irrelevant mail? Scott Logie presents solutions that will ensure communications are more relevant, by tailoring them to the individual. We are now such sophisticated consumers that we...

Data Clinic: What I do in data.(conversation with a marketing director)(Interview)(Brief article)
February 19, 2007... How did you arrive in this job? I started in direct marketing working on the data development of a call centre business. After climbing the ranks into senior management, it became clear to me that this industry is very male-dominated,...

Data Clinic: What is ... Predictive marketing.(Brief article)
February 19, 2007... Predictive marketing is a tool that has been developed to generate incremental post-purchase custom for UK retailers of automotive and other complex products and services. It uses knowledge of the history of a customer from purchase data to...

Data Clinic: Technique - Using data analysis to up marketing effectiveness.
February 19, 2007... The data you use for marketing purposes is only as good as the information collected at source. If this is less than spotless, says Chris Underhill, then analytics can help you improve your data's quality and reduce its limitations. ...

Data Clinic: A manager's view.
February 19, 2007... As the demand for digital data continues to rise, Nick Martin wonders if we risk losing touch with some of the fundamentals of direct marketing. The pace of change in marketing is breathtaking. In less than five years we've seen the...

Data Clinic: Which list? - New, updated and newly managed consumer and business lists.(List)
February 19, 2007... NEW LISTS Business Marketing Professionals 1, Stop Data manages this list of more than 10,000 UK marketing professionals. Job titles include marketing director, marketing manager, head of marketing and marketing executive. They...

Data Gundamentals: Data, data everywhere.(Company overview)
February 19, 2007... For the uninitiated, today's data market can be a minefield. David Murphy attempts to make sense of it all, identifying four distinct types in the process. Data is the lifeblood of direct marketing. Without it, there would be no campaigns,...

Fulfilment: The right partner.(managing client-partner relation, direct marketing)
February 19, 2007... The most effective fulfilment outcome is brought about by a shared understanding of objectives between client and partners, writes Nicola Harrison. It is a common concern in the direct marketing world: should a client put all its eggs in...

Inserts: Stuck in the middle.
February 19, 2007... Inserts is a medium sometimes overlooked by marketers. However, as Michael Donaghy reveals, the channel has a unique offering. Inserts can often get overlooked in the direct marketing debate. With the fast-paced developments and...

Secrets of my success.
February 19, 2007... Success is usually attributed either to hard graft or to luck. If I were talking to my kids, I'd emphasise graft. Here, however, I'll begin with luck. I have always been lucky enough to work with some of the best and brightest people in the...