DM News Mines the List, Database Businesses
The list business, or even database marketing, is not easy to comprehend for those not in the know. And it is undergoing wrenching changes, what with technology, privacy, consumer choice and media fragmentation issues. We turned to chief executives and senior decision makers at the country's top marketing services firms to offer tips, how-to ideas and case studies.
List columnists discuss the basics, how to choose a list broker and manager, the individual merits of buying lists or renting, modeling, private use databases, youth marketing and source media objectivity. There are articles on privacy, agency cooperation with list firms, Hispanic lists and what's happening overseas.
Database topics include data quality, audience segmentation, event-triggered marketing, customer loyalty, lead management and customer migration versus retention.
This is one in a series of Essential Guides and magazines we produce. Next up is our sector-by-sector forecast called Outlook 2006, followed by Deliver, a print/production and fulfillment special supplement due in March. An Essential Guide on Interactive Marketing Technology is slated for April.