Hallie Mummert

Editor’s Note: The original article from which this was adapted, “Data Cards: Guilty Until Proven Innocent” by Hallie Mummert, was based largely on the views of Brian Kurtz of Boardroom Reports. It appeared in the October 1994 issue of Target Marketing magazine. Updated information has been added here by Linda Huntoon, executive vice president of Direct Media. List research typically begins with the data card. This paper (or electronic) sales vehicle is used by list owners and managers to market the vital statistics (e.g., size, price, profile, selects, minimum order, address options) on the lists they represent. For the cataloger in search of

You have a slew of choices when trying to reach prospects without paying postage, including direct response space advertising, broadcast and other channels. By Denny Hatch It is imperative to determine the lifetime value of customers by source. Robert Hackett, RRD Direct’s vice president of sales, provides the following formula: Lifetime value is a function of frequency of purchase, multiplied by the gross margin, multiplied by the duration of brand loyalty. What can you afford to pay for a new customer? To make that determination, Gary Hennerberg of the Hennerberg Group suggests you take the following steps: --Research customer lifetime value.

You have a slew of choices when trying to reach prospects without paying postage, including direct response space advertising, broadcast and other channels. By Denny Hatch It is imperative to determine the lifetime value of customers by source. Robert Hackett, RRD Direct's vice president of sales, provides the following formula: Lifetime value is a function of frequency of purchase, multiplied by the gross margin, multiplied by the duration of brand loyalty. What can you afford to pay for a new customer? To make that determination, Gary Hennerberg of the Hennerberg Group suggests you take the following steps: --Research customer lifetime value. --Calculate

By Hallie Mummert My Twinn leaves behind the brick-and-mortar call center for a Web-powered model Catalog companies need to be aware of three trends that will shape how business is conducted in the future, says Steve Rockwood, president at Alpine Access, a provider of Web-based customer service solutions, headquartered in Golden, CO. The trends are: • online customer service grows due to customer demand; • the labor market shrinks, and; • the Internet enables communication and a new way to work. For businesses that recognize customer service as a crucial component in customer acquisition and retention, the combination of these trends means

To make the decision, you need to evaluate where you are now and where you want to be By Hallie Mummert Take this to heart: 15 million more people will make a holiday purchase online this season compared to last year, Jupiter Communications reported in November. Other research groups put holiday online spending at nearly double that of last year. With more consumer shopping behavior migrating to the Web, not to mention progress in the b-to-b sector, it's imperative to have a robust e-commerce shopping component. While the bells and whistles of designing a shoppers' online paradise can be fun, it's the back