It’s a multichannel world. Direct Marketing News editor-in-chief Ginger Conlon took some time to chat with MeritDirect CEO Rob Sanchez at the 2012 Direct Marketing Association show in Las Vegas about what it takes for marketers to be successful in an integrated environment.
Sanchez advises using a unified database. Avoid those silos. Also avoid homogenizing data sets. What works when reaching out to hog farmers isn’t going to work when targeting IT professionals.