Direct Marketing ROI

Have Brand, Will Travel
Apr 1, 2008, Beth Negus Viveiros
With the dollar hitting new lows against other currencies, it seems the United States is headed for a recession. Does that mean direct marketers considering international expansion should put those plans on hold? Not necessarily....

Down and Dirty
Apr 1, 2008, Beth Negus Viveiros
If you're a small marketer, chances are good you've got more promotional chutzpah than budget. The Complete Idiot's Guide to Guerrilla Marketing, by Susan...

Jack's Facts
Mar 1, 2008, Beth Negus Viveiros
At the DMA's recent Catalog on the Road Day in Cambridge, MA, Jack Rosenfeld told the audience that decades ago someone asked him what direct marketers' three biggest challenges were. Simple, he said. “Postage, postage, postage.”...

Price Point, Price Counterpoint
Mar 1, 2008, By Richard H. Levey
What's a direct marketer to do when the CFO insists on raising prices to boost quarterly revenue? Assault is frowned on in most workplaces. So the best...

Database Spendthrifts
Mar 1, 2008, Richard H. Levey
DMers may be spending less on some things this year, but not on database systems and analytics. A new survey from Alterian shows that 67% of the companies...

B-to-B Marketers Must Sharpen Measurement Tools: Forrester
Feb 28, 2008, By Ken Magill
In the face of what appears to a looming economic recession, business-to-business marketers should beef up their measurement technology so they’re ready when the chief financial officer comes calling, said a report released earlier this week by Forrester Research....

The Next Big Boom
Feb 1, 2008, Beth Negus Viveiros
Look around at your top account execs, creatives, copywriters and Web designers. Think you'll still have all that expertise in 10 years? Maybe not. In...

Tide Turns for A&P
Feb 1, 2008, By Richard H. Levey
Here's a marketing insight you probably didn't know: Cleaner supermarket shoppers tend to be better fed. Well, one could infer that by looking at A&P...

DMA Report: Auto Dealers Achieve Highest ROI for DM
Jan 29, 2008
Automotive manufacturers are projected to invest $9.8 billion in direct marketing to generate $108 billion in sales by 2012, according to report findings released by the Direct Marketing Association....

CMO Survey: Budgets Holding Steady or Rising
Jan 15, 2008
The Chief Marketing Officer (CMO) Council says most marketing budgets will either hold steady or increase this year, which runs counter to all the recent talk about a possible economic recession....

DMA Sees Nonprofits Increasing DM Spending
Jan 15, 2008
Nonprofit organizations typically received a $14.47 return for every $1 invested in direct marketing during 2007, according to new report findings released by the Direct Marketing Association....

The Sagebrush Solution
Jan 1, 2008, By Richard H. Levey
Some things in Nevada never change. Death Valley has great natural beauty and stultifying heat. Wisenheimers persist in describing Red Rock Canyon as...

Paying Off
Jan 1, 2008, By Beth Negus Viveiros
Marketers are using more sophisticated metrics to determine the ROI of their cross-channel campaigns. But for many, keeping track of data across their...

Trail Mix
Jan 1, 2008, Richard H. Levey
Not everyone goes to Nevada just to play the slots. Some go there to golf, others to kayak. And the Nevada Commission on Tourism (NCOT) is reaching out...

Prime Rating
Dec 1, 2007, By Richard H. Levey
Consumers are entitled by law to a free annual credit report. But there's another way of learning where they stand: Sign up for DirecTV. ...

Crate and Barrel Taps Omniture
Oct 25, 2007
Crate and Barrel has chosen Omniture's SearchCenter software to increase the return on its advertising expenditures. ...

Live From DMA07: DM Expenditures Surpass General Advertising: Study
Oct 17, 2007, By Richard H. Levey
If direct marketers needed a reason to puff out their chests, new economic figures have provided it: At $173.2 billion in expenditures predicted for 2007, DM will make up more than half of all U.S. advertising spending, according to new Direct Marketing Association research....

HOW TO READ TEA LEAVES
Oct 1, 2007, Richard H. Levey
Direct spoke with Leo Kivijarv, PQ Media's vice president of research, about the challenges of committing predictions to print in a fluid economic market....

Money Talks
Oct 1, 2007, By Richard H. Levey
Marketers may give lip service to return on investment, but one thing is clear: They don't want to wait for it. And many believe it can't be measured....

Partnering for Progress
Oct 1, 2007, By Chris Henger
It might surprise some direct marketers to find out that affiliates can deliver a more desirable demographic than the average online shopper. According to a recent study from DoubleClick Performics, affiliate channel shoppers spend more — the typical order size via affiliate sites is higher. An affiliate shopper, the report also notes, tends to be slightly wealthier compared with the average Web counterpart....

MORE, MORE, MORE
Oct 1, 2007, By Beth Negus Viveiros
Direct talked recently with executives at some of the industry's top agencies to get their thoughts on the agency's role in today's marketing environment and what they felt were their clients' top priorities....

Optimize It
Sep 1, 2007, By Hongjie Wang
Cross-selling has become an important focus for many companies since it's been shown to generate incremental profit and improve long-term customer retention. Marketers also recognize the CRM perspective that, after offering the best products, successful cross-selling depends largely on an offer's relevance. But too often database marketers struggle to reach this difficult goal. Here are some suggestions that might make things easier....

The High Cost of Free Analysis
Sep 1, 2007, Richard H. Levey
n a clear case of “You get what you pay for,” companies that use free Web analytics programs are less likely to rely on staff members for number crunching. As a result, many such firms don't gain the information they need from these efforts, according to a study of analysis tool users....

Using Controls to Plan and Evaluate
Aug 15, 2007, By Jennifer Cooley
One of the most effective ways businesses and marketers can improve profitability and identify the marketing function's contribution to the bottom line is through the use of controls to measure and improve the performance and accountability of ongoing sales initiatives. ...

Analytic Prescription
Aug 1, 2007, By Richard H. Levey
Chances are good that Denise Darragh, vice president of marketing at Katz Group Canada Ltd. which owns Rexall and Pharma Plus, among other pharmacy chains...

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