Steve Briley

Steve Briley was the chief statistical officer of Merkle, Lanham, MD.

Most Recent Articles by Steve Briley

Measuring media effectiveness with a database marketing approach

Measuring media effectiveness with a database marketing approach

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The rise of interactive media, growth of direct media, and continued use of mass marketing are making it increasingly difficult for marketers to effectively communicate with consumers. To stay ahead, marketers have historically increased their marketing and promotion efforts to ensure their messages are heard. (This article first appeared in the January 15, 2007, edition of the Essential Guide to Lists, Database Marketing & Data Services.)

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