Direct / Database Marketing

Direct Marketing books

Ronald G. Drozdenko and Peter Drake – Optimal Database Marketing Good guide to analytic techniques, especially now that the “the big red book” (referenced below) is out of print. Lois K. Geller – Response: The complete guide to profitable direct marketing Good overview for people who are just getting started in direct marketing. Garth Hallberg […]

RFM Analysis

Zoning and Cloning your Best Customers; Avoiding the Worst Before the bubble popped in April of 2000, all that mattered for a new economy company was to get big fast, which in turn meant acquiring customers at any cost. Well, Toto, we aren’t in Kansas anymore— which is my way of saying that start ups […]

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