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Today on Target Marketing


  • Marketing Nuggets

    Michael Lowenstein

    Avoiding the One-Night Stand

    Michael Lowenstein | July 15, 2014

    Stating that all customers are not created equal is hardly an oversimplification. But, just like the pigs in Orwell's "Animal Farm," some customers are more equal than others. No company has unlimited resources to equally service or support all its customers. Repeat buying power, the essence of customer loyalty, is everything. Some customers are worth a great deal, some may become more valuable over time, some may be valuable for a brief period but may be easily lured away, and some are never likely to become valuable.

  • MineThatData

    What Has Changed Since "Hillstrom's Catalog Marketing PhD"?

    July 24, 2014

    This booklet came out at exactly the right time in history ... 2010, coming out of the Great Recession.Catalogers were busy finding ways to trim expenses. The key methodology in the book (click here), called the "organic percentage", would finally answer a question that nagged our industry for a decade ... "why, if matchbacks prove that catalogs drive online traffic, are catalog businesses not growing?"The organic percentage was derived from mail/holdout tests. Repeatedly, I noticed that when catalogs were not mailed to online buyers, half or more of the demand still happened. And in a retail environment, ninety percent or

  • Big Data, Small Data, Clean Data, Messy Data

    Stephen  H. Yu

    Big Data Must Get Smaller

    Stephen H. Yu | July 17, 2014

    Like many folks who worked in the data business for a long time, I don't even like the words "Big Data." Yeah, data is big now, I get it. But so what? Faster and bigger have been the theme in the computing business since the first calculator was invented. In fact, I don't appreciate the common definition of Big Data that is often expressed in the three Vs: volume, velocity and variety. So, if any kind of data are big and fast, it's all good? I don't think so. If you have lots of "dumb" data all over the place,