BY: LESLIE WERSTEIN HANN
For BMO Bank of Montreal, the Mosaik MasterCard represented a dramatic early step in the financial group’s transformation to a truly “customer-centric” organization.
The theory …
BY: NANCY ADAMS
If you really want to cultivate a big market, think small.
There are 23 million small businesses in the United States with 500 or fewer employees, constituting 99.7 percent of all businesses, according to the Small Business Administration.
And the best way to reach this $8.6 trillion market, …
BY: CHRIS LYNN
Direct marketers should be dancing in the streets. Why? Because the opportunities for their skills suddenly look limitless. I’m not talking about creative copy writing, graphic design or understanding of printing production, valuable though these are. I mean understanding marketing …
BY: CHUCK YEAGER
It’s a given: To have a successful CRM program, you have to successfully collect and analyze transactional data on your customers’ buying patterns. Everyone knows that. But this kind of information — these quantifiers — only complete half the picture. …
BY: Barbara Schmitt
Here’s a news flash for marketers: Direct mail readership is rising year after year — from 72% of adults surveyed in 2002 to 76% today, according to research by Baltimore-based Vertis. That’s good news for marketers, who can package relevant and useful information in high impact formats …
Call us unblinking optimists, but we do believe we’re witnessing a sea-change in the way that marketers think about ROI.
After years of dodging the (multi) million-dollar question (What am I really getting for my money?), marketers are now taking some very deliberate steps to formulate an answer.
Corporations are digging …
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