Direct Response articles from November 2006

Direct Response archives from November 2006

Editorial: Fundamental lesson.(Editorial)
November 22, 2006... Investment guru Warren Buffet, one of the world's richest men, once observed: 'It takes 20 years to build a reputation and five minutes to ruin it.' In direct marketing, it can happen even more quickly than that. A poor piece of direct...

News Focus: Acquisition - DLG builds through Wegener deal.(acquisition of Wegener Direct Marketing)
November 22, 2006... Data provider DLG has shot up the consumer lifestyle league table with its purchase of Wegener DM - the first of several acquisitions the company is pursuing. DLG chief executive Jeremy Whitaker claimed the company is now the UK's leading...

News Focus: Digital - Patron sells DMjobs and bags RedEye post.
November 22, 2006... Former Claritas managing director Mark Patron has sold recruitment website DMjobs.co.uk and taken on his first full-time job in six years - chief executive of digital marketing company RedEye. With his latest venture, Patron has set himself...

News Focus: Planning - IPA develops TouchPoints.(Institute of Practitioners in Advertising launches integrated planning database )(Brief article)
November 22, 2006... The Institute of Practitioners in Advertising (IPA) has launched TouchPoints as an integrated planning database and is heralding it as a new industry standard. The tool incorporates media channels with no established currency - such as...

News Focus: Data - Experian unveils Fusion.
November 22, 2006... Newly demerged data behemoth Experian has unveiled the biggest marketing solutions launch of its 20-year history - the first fruit of its ClarityBlue acquisition last January. Experian Fusion is a hosted, online 'pay-as-you-go' database...

News Focus: What's New - The Institute of Direct Marketing.
November 22, 2006... The IDM is releasing its fourth edition of The IDM Marketing Guide: Best Practice in Direct, Data and Digital Marketing, to coincide with its 20th anniversary. Contributors include Clive Humby, founder of dunnhumby, and Broadsystem CEO Caroline...

News Focus: What's New - Acxiom.
November 22, 2006... Acxiom, the information solutions provider, is launching lifestyle datapacks providing household and population insight for vertical markets. Sourced from the company's Lifestyle Survey, Acxiom is promoting them as an alternative to Census...

News Focus: What's New - Jaywing.
November 22, 2006... Data specialist Jaywing is launching Signals, a service that focuses solely on providing life-event-based data for marketers. Products include Moving House, New Baby and Kid's Birthday. The service allows data selection, cleansing, de-duping,...

News Focus: What's New - SPSS.
November 22, 2006... SPSS, a provider of predictive analysis software, is releasing an upgraded version of its survey research platform, Dimensions 4.0. It enables users to make customer-centric decisions, based on insightful customer feedback.

News Focus: What's New - WinPure.
November 22, 2006... WinPure, the provider of list and data cleansing software, is releasing its new de-duplication software, Clean & Match 2006. The product can simultaneously match two lists, as well as allowing the user to view multi-screens at the same time....

News Focus: What's New - Contract Wins - Flamethrower.
November 22, 2006... Flamethrower has been appointed by the Institute of Directors to implement a brand experience campaign for its members. It aims to increase member involvement and improve retention rates, and will be rolled out over the next 12 months.

News Focus: Contract Wins ALCHEMETRICS.
November 22, 2006... IPC Media has tasked Alchemetrics with developing its subscriber database. It will be responsible for providing an up-to-date customer base, from which IPC can derive marketing insight from a single view of all subscribers and prospects. ...

News Focus: Events Planner.
November 22, 2006... NOVEMBER 15 IDM Members' Convention 2006 Venue: The Law Society, London Contact: www.theidm.com 18-19 UK Mail Show Venue: Olympia Conference Centre, London Contact: www.triangle.eu.com/conferences 21-22 DM Live/Data Show...

News Focus: Diary of a Doormat.
November 22, 2006... Chris Brooks is head of direct planning and communications at integration agency cchm:ping. He lives in Bishop's Stortford, Hertfordshire, with wife Lynne and new son Henry. Professionally, he's keen to understand what makes consumers tick,...

News Focus: Conference - US DMA event attracts Eastern European talent.
November 22, 2006... Eastern Europeans were out in force at the US Direct Marketing Association's (DMA's) annual conference and exhibition in San Francisco last month. At what was judged to be an optimistic event buoyed by rising spends on US direct marketing,...

News Focus: Takeover - MDB bought.(Indicia Group acquires Marketing Databasics from Capital Communications Group)(Brief article)
November 22, 2006... Former Wegener DM UK chief executive David Perkins has led a takeover of data analysis and technology company Marketing Databasics, winner of two Direct Response Intelligence Awards. Perkins is CEO of Indicia Group, which bought MDB from...

Data: Electoral roll opt-outs soar.
November 22, 2006... A record number of people - 37 per cent of registrations - opted out of the UK Electoral Roll this year, according to Experian. Opt-outs shot up by four per cent from the year before to the highest level since they were introduced in 2003....

News Focus: Mail - Directive paves way for competition in Europe.(European Union's postal market regulation)(Brief article)
November 22, 2006... The European Union could move a step closer to bringing the postal market across the EU in line with the UK, with a proposed new directive that would open the entire community to full competition by 2009. Under the proposal, national...

News Focus: Smart Awards - MM Teleperformance excels.
November 22, 2006... Outbound contact centre operator MM Teleperformance scooped the top prize at the 2006 Marketing Direct Smart Awards, beating the likes of Acxiom and Experian to win the coveted Supplier of the Year title. The awards, run by Direct...

News Focus: Legal Eagle.
November 22, 2006... James Milligan is legal and public affairs adviser at the Direct Marketing Association (DMA). This column is not intended to constitute legal advice. For specific legal advice, contact your solicitor. For DMA membership details, contact Sean...

News Focus: Adspend - DM budgets boosted in Q3.
November 22, 2006... Direct marketing budgets have seen their largest growth since the first quarter of 2005, outpacing the industry average, according to the latest Bellwether Report from the Institute of Practitioners in Advertising (IPA). The report showed...

Movers: Appointment at Celerity.
November 22, 2006... Andrew Haines joins data management company Celerity as head of data solutions. In the newly created role, he will be responsible for database design. Haines moves from Adare Intellidata, where he was IT director.

Movers: Appointment at Iris Direct.
November 22, 2006... Alistair Bryan has been chosen to head up Iris Direct, the direct marketing division of the agency. He joins from Archibald Ingall Stretton, where he was client services director.

Movers: Appointment at Broadsystem.
November 22, 2006... Paul Kennedy has joined Broadsystem in the newly created role of head of professional services. He leaves ClarityBlue, where he held the post of relationship director.

Movers: Appointment at Clark McKay and Walpole.
November 22, 2006... Paul Vallois has been appointed business development director at agency Clark McKay and Walpole. He joins from Maher Bird Associates, where he held the same position.

Movers: Appointment at Equifax Personal Solutions.
November 22, 2006... Chris Sherlock has joined Equifax Personal Solutions as marketing manager. Previously he was group marketing director at Cendant.

Movers: Appointment at EuroDirect.
November 22, 2006... Rob Riddell has been appointed senior consultant at marketing intelligence company EuroDirect. Riddell joins from Identex, where he was business development director.

Opinion: Don't believe all the negative press.
November 22, 2006... Many moons ago, before most of you kiddywinks were born, I interviewed the founders of a new agency. They were pioneering an American approach to business-to-business direct response advertising, following up the leads with in-depth...

How to: Improve email marketing campaigns.
November 22, 2006... With email marketing's popularity rising, it's even more important to encourage your recipients to look beyond the subject heading and to create targeted communication, says Raj Samuel. GET YOUR MESSAGE RIGHT Email marketing is no...

Creative masterclass on... the planning process.(direct marketing)
November 22, 2006... Deciding a campaign's creative is only part of the challenge. It's the planning that can make or break it, says Nick Elsom. Take one enthusiastic account team, combine it with a diligent data planning team and a challenging creative...

Data Clinic: Ask the experts.
November 22, 2006... This month, our panel of data specialists advises on how to stay on the right side of data protection regulations, segment data to help targeting, and reach a large B2B audience. Q: WE RAN AN INTERNET prize promotion a year ago and...

Data Clinic: Data Health Check - UKiP Media and Events.(UKiP Media and Events uses Clean & Match 2006 software from WinPure to manage data collection process)
November 22, 2006... The events organiser found that international data posed certain problems - until WinPure came on board. THE PROBLEM It's never easy keeping international data straight - especially when it comes from countries as far-flung as...

Data Clinic: Case Study Special - Direct Response Intelligence Awards 2006 Winner - The Times.
November 22, 2006... Using a segmented email platform designed by Broadsystem, Times Newspapers sends personalised emails to its database of readers trailing articles of interest, writes David Murphy. Media fragmentation and young people's reliance on the...

Data Clinic: How to buy... email data.
November 22, 2006... When buying email data - as with data for traditional mailings - you need to test. If it works, roll out. The joy of email (unlike traditional mail) is that the time interval between test and rollout can be so short as to be...

Data Clinic: Get connected.
November 22, 2006... Working in an integrated relationship marketing agency, Lee Witherell finds the internet is great for researching companies and keeping up to speed with software. My job as analytics director at Chemistry, which I joined in August, is to...

Data Clinic: DataTalk.
November 22, 2006... Direct marketing always seems to hit the headlines for the wrong reasons. Simon Davis says the industry's salvation lies in embracing - and understanding - permission-based marketing. The case of postie Roger Annies has once again put the...

Data Clinic: What I do in data - Alan Tomlinson, director, data planning and analysis, Datalytics.
November 22, 2006... HOW DID YOU ARRIVE IN THIS JOB? When I was a kid I wanted to play sport for a living, but a lack of natural ability held me back. I have a numerate, analytical mind and a commercial outlook and my studies lead me down the route of marketing...

Data Clinic: What is... Neuromarketing.(direct marketing)(Brief article)
November 22, 2006... Neuromarketing involves using brain scanners to map our responses to ads, brands and messages by tracking brain activity. Imagine a segmentation system based on our sample's known propensity to respond favourably... We already use Target...

Data Clinic: Technique - Attitudinal data provides insight on how ads work.
November 22, 2006... Attitudinal data gathered from market research can offer brands a fresh view of how their markets are segmented, and what messages and creative will resonate with each audience, says Steve Messenger. Every direct marketing strategist I meet...

Data Clinic: A Broker's view.
November 22, 2006... It's essential that brokers forge, nurture and maintain strong client relationships.This is the best way of safeguarding the industry's future, writes Komal Helyer. One of the biggest misconceptions about list broking lies in the...

Data Clinic: Which list? A round-up of new or updated consumer, business and online lists.(new mailing lists)
November 22, 2006... NEW LISTS Consumer Sunday League Online Football Managers The online football-management game releases its list through ListLab. Comprising 28,000 0-12 month UK participants, individuals are football players and/or fans. Perhaps...

Address management: Address the issue.(email marketing management)
November 22, 2006... 'Junk mail' is depicted in the press as society's latest scourge. Establishing correct address details helps ensure consumers are not angered by the direct mail they receive. Caitlin Fitzsimmons looks at how getting address management sorted...

Mail under the microscope: Does it pass?(creative directors talk about direct mail advertising)
November 22, 2006... High quality, original creative can help to make direct mail stand out from what some consumers now see as a sea of 'junk', writes Suzanne Bidlake. Cracking creative is always a head-turner. Combine it with finely honed targeting, and you...

Data Show Preview: Data showcased.(DMLive to organize a data-only show Data Show)
November 22, 2006... The addition this year of Data Show to DMLive promises to widen the appeal to marketers looking to further their understanding of data, as well as learn about the latest software. Data has always played an important part in direct...

Secrets of my success: Hugh Bishop, Chairman, Meteorite.(Biography)
November 22, 2006... Writing this has been cathartic. I have never sat down and worked out what experiences in my early years have fashioned what I do and how I do it now. I guess it all started after university with my first proper job, at Levi's. We can...