Direct Response articles from June 2007

Direct Response archives from June 2007

Editorial: New model data firms.(Editorial)
June 6, 2007... The data industry is bracing itself for more of the fundamental change it has seen over the past year with new owners set to take control of Acxiom. The Acxiom deal - under which two private equity groups are to buy the global...

News Focus: Internet - The Search Works shakes up top roles.(promoted Jim Brigden and Stephanie Carr )(Brief article)
June 6, 2007... Search marketing agency, The Search Works, has promoted managing director Jim Brigden to chief executive amid a series of acquisitions in digital marketing by some major players. Deputy MD Stephanie Carr takes over Brigden's former role....

News Focus: IDM - 'Students' win BPA Diamond.(Institute of Direct Marketing Business Performance Awards (BPA) Diamond award)(Proximity London and its client BBC TV Licensing are the winners)(Brief article)
June 6, 2007... Proximity London and its client BBC TV Licensing were named winners of the 2007 Institute of Direct Marketing (IDM) Business Performance Awards (BPA) Diamond award for their 'Students' campaign. The top prize was awarded at the IDM BPA Gala...

News Focus: Industry Awards - Award entries near deadline.
June 6, 2007... The 6 July deadline is looming for direct marketing practitioners to get their Connect Awards entries in and pit their finest work against the best of the rest. The new event brings together the best of the Direct Response Intelligence...

News Focus: Advertising Association - Online spend up 47 per cent.
June 6, 2007... The shift in marketing spend from mass-media channels to direct, accountable activity has been underlined in the latest report from the Advertising Association. Internet advertising reached a record high of pounds 2 billion in 2006 while...

News Focus: Acquisition - Acxiom deal creates buzz.
June 6, 2007... The UK data industry is poised for a potential change in its landscape after US-based data giant Acxiom agreed to a buyout by two private equity groups. The publicly listed company, which is a major player in the UK and other parts of...

News Focus: What's new - Launches.(Smart Software Inc. partnered with smartFOCUS)(TNT Post Group N.V. introduced Emma's Diary mobile internet site)(Direct Marketing Association's National Suppression File relaunched as Xpression)(Brief article)
June 6, 2007... National Suppression File The Direct Marketing Association's National Suppression File has relaunched as Xpression. Launched in 2000 and managed by The REaD Group, the file includes gone-aways and postal returns from leading suppression...

News Focus: Events Planner.(for marketing agencies)(Table)(Brief article)(Calendar)
June 6, 2007... June 12 Door Drop Marketing Annual Conference One Whitehall Place, Whitehall, London Contact: philippa.kehyaian@dma.org.uk 21 AEO Marketing Forum 2007 Royal Horticultural Halls and Conference Centre, London Contact:...

News Focus: Contact centres - The Listening Co tackles demotivation of staff.
June 6, 2007... Contact centre staff may sometimes feel bloodied and pounded into the ground, but those at The Listening Company are about to get a lift from a proven winner on the rugby field. Former England captain and London Wasps skipper Lawrence...

News Focus: Outsourcing - Malta has the credentials.
June 6, 2007... Malta could be the next European nearshore contact-centre destination, according to market analyst Datamonitor. Major points in Malta's favour are that English is the official language and most of the population are also fluent in Italian...

News Focus: Mover - Cook resigns.(Steve Cook of Market Location)(Brief article)
June 6, 2007... Steve Cook, managing director of Market Location, stepped down from his role last month, with board member Paul Spinks taking up the position. Spinks has revealed that under his leadership, the firm will have a new focus on product...

News Focus: Legal Eagle.(James Milligan of Direct Marketing Association)(Interview)
June 6, 2007... 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...

News Focus: Mailing services - Royal Mail boosts its digital hand with Sony CD solution.
June 6, 2007... Royal Mail is boosting its digital credentials with the launch of a product that promises to fuse traditional post with online media. The move is a key element of Royal Mail's fight-back to ensure that direct mail remains relevant as...

News Focus: Agency launch - Cyance builds data universe.
June 6, 2007... Industry stalwart Richard Lloyd, who left his position as managing director at Experian Business Information last November, has announced the launch of Cyance, an independent agency specialising in B2B digital and data-driven marketing. ...

News Focus: What's New - Diary of a doormat - Marcus Hadfield, head of digital.
June 6, 2007... Marcus Hadfield is head of digital at digital and direct agency Meteorite. He has recently played a part in integrated campaigns for Costa, Sacla, Emap and Blackberry. Marcus lives in Hampton with his young family. A quick glance at a...

News Focus: Industry recruitment - DM working to attract grads.
June 6, 2007... The direct marketing industry appears to be making progress in its efforts to attract graduates into agencies, but more needs to be done to recruit people into the supplier side, according to industry figures. The latest initiative to...

News Focus: Movers - Appointment at iris.
June 6, 2007... Drew Thomson has been made the new chairman of iris. His responsibilities will include developing the agency's global standing

News Focus: Movers - Appointment at Personal.
June 6, 2007... Liam Reynolds has been appointed head of data planning by brand response agency Personal. His previous roles include head of data planning at Claydon Heeley

News Focus: Movers - Appointment at Intelligent Marketing.
June 6, 2007... Garry Lace has been made chairman of integrated agency Intelligent Marketing. Lace has worked for a number of agencies including Saatchi & Saatchi, TBWA and Lowe London

News Focus: Movers - Appointment at Clark McKay and Walpole.
June 6, 2007... David Seacombe has been named senior business planner at Clark McKay and Walpole. He will work on managing the customer experiences of the agency's clients

News Focus: Movers - Appointment at Prospect Swetenhams.
June 6, 2007... Barney Willis and David McBride have been made product development manager and account manager in list broking respectively at Prospect Swetenhams. Willis joins from IPT Holdings, where he was associate director, and McBride from Mokrynski...

News Focus: Movers - Appointment at Aspect Marketing Services.
June 6, 2007... Guy Smith has been named managing director of Aspect Marketing Services. Smith previously held the role of commercial director at Prolog before taking a short sabbatical

Opinion: The subversive tactics of 'fugging'.(Column)
June 6, 2007... This month, we're examining a new technical term: 'fugging'. Throughout the 1990s, market researchers used to get exercised about what they called 'sugging', which was 'selling under the guise' of conducting legitimate market research....

How to: Maximise the effectiveness of online.
June 6, 2007... Even websites that have high visiting rates have trouble maintaining healthy conversion rates. Take a harsh analytic view of your online marketing and never stop improving, says Mark Patron. Google is good at generating website traffic....

Creative Masterclass on: Mobile marketing.
June 6, 2007... Approach mobile marketing with a long-term plan to build trust with your customers and a fully interactive relationship, writes Richard M Marshall. Marketing is about building a relationship between the brand and the consumer. Mobile...

Data Clinic: Ask the experts.(data processing and direct marketing)(Discussion)
June 6, 2007... This month, our panel of data specialists advises on how to prolong the life of data obtained from call centres, target the elusive grey market, and improve customer response rates. I am a contact centre manager who oversees a large number...

Data Clinic: Data Health Check - RNID.(Royal National Institute for the Deaf)
June 6, 2007... The charity for the deaf and hard-of-hearing wanted to clean up its 750,000-strong database of donors to improve efficiency as well as remove deceased records. Occam jumped to the rescue. THE PROBLEM Since its creation in 1911, the...

Data Clinic: Case Study - The Carphone Warehouse.
June 6, 2007... The mobile phone giant used a radical approach to target a growing fashion-conscious demographic. If you haven't heard of the designer Cath Kidston, famous for her vintage-inspired prints, then the launch of a Cath Kidston mobile phone...

Data Clinic: How to buy customer analysis services.(market strategy)
June 6, 2007... If you want to make the most out of analysis services, try to pinpoint exactly what insights you are looking for. Buying data analysis services is not as straightforward as it might first seem. Analytical firms can deliver a plethora of...

Data Clinic: Get connected.(websites)(Website list)
June 6, 2007... If you want your business to stay ahead of the competition, use the internet as a research tool to keep abreast of developments and trends, writes Francis Smith. To keep ideas fresh, it is good to get a heads-up on what others are doing,...

Data Clinic: DataTalk.(direct marketing)
June 6, 2007... Before jumping in at the deep end and implementing a strategy blind, Tim Pottinger urges companies to trial a small sample of their customer base to ensure the investment will be worth it. I was asked recently: what should today's direct...

Data Clinic: What I do in data - Peter Lupa, sales director, data, Acxiom UK.(Interview)(Brief article)
June 6, 2007... - How did you arrive in this job? I actually started in publishing, but began my career in data in 1994 in lifestyle data sales. I've worked in this area for 15 years, and have a bit more responsibility now than I did back then! - What...

Data Clinic: What is ...? Deep link tracking.
June 6, 2007... Open and click-through rates are important in tracking email activity, but the next stage is to track and measure what the recipient does after they click on a link within an email. Deep link tracking is an online marketing technique for...

Data Clinic: Technique - Using analytics to gain insight from call data.
June 6, 2007... Contact centres often collect a wealth of information on customers' views, habits and desires that is rarely used. Analytic tools can unlock this data and help marketers better understand their customers, says Craig Pumfrey. Every day,...

Data Clinic: A broker's view.
June 6, 2007... With broking now being almost synonymous with consultancy, it is time for a radical rethink of remuneration and payment methods, argues Mark Arnold. Ask us brokers what the key elements are of the task we perform for our clients and we...

Data Clinic: Which list? New, updated and newly managed consumer and business lists.(Directory)
June 6, 2007... NEW LISTS Consumer Mulberry Bush This new list managed by Fig Tree DM, contains 9,000 0-12 month buyers and enquirers, and 9,000 from 13-24 months. Mulberry Bush sells toys for babies, and children under the age of 12. The profile...

Analytics: Data unlocked.(Analytics software for market research )
June 6, 2007... Analytics software has become so sophisticated that its potential is almost unlimited. However, few marketers realise what a difference it can make. The words 'analytics software' were once enough to strike fear into the heart of any...

Online: Inside the mind of a consumer.
June 6, 2007... Online is a marketer's dream: consumers not only generate passive behavioural data as they surf, they will also disclose personal information - if it is appropriately elicited. Given the great strides made in web analytics technology,...

Address management: Beyond the facade.
June 6, 2007... Getting the name, street and postcode right remains a primary goal of address management. But today marketers can do much more with correct and up-to-date data, writes Mark Mayne. Address management was once all about getting the name on...

Business to business: A mix that sticks.
June 6, 2007... To be successful, B2B direct marketers must choose the best combination of media - and how many individuals to target. Gatekeepers, multiple decision-makers, job-hopping executives, complicated products and services, and a prospect pool...

Secrets of my success: Chris Underhill, Chief executive, smartFOCUS.
June 6, 2007... I suppose you could say I bounced into the world of marketing via computing. Fresh-faced and eager to get started on my career at a tender age, I had decided the world of computer programming and software development was for me. This was...