What is first, second and third-party data and how is it affected by GDPR?

January 27, 2018By Simon FosterDirect Mail Training, Direct Marketing Training No Comments

First party data is data that your organisation has collected and owns about your customers. It is information that has been gathered in the course of your direct relationship with your customers. They key here is that your organisation is the owner of this data; this is your database of your leads, your enquiries, your … Read More

Advertising Response Rates by Channel

February 15, 2017By Simon FosterAdvertising Evaluation Training, Direct Mail Training, Direct Marketing Training, Media Planning Training No Comments

Understanding response rates by media channel is a vital component of marketing and media planning. If you know the response rates, media costs and likely conversion rates of each channel you are using, you can forecast the ROI of your planned activity – before you spend any budget. This helps to de-risk your marketing activity … Read More

Examples of brilliant Direct Mail

December 2, 2016By Simon FosterDirect Mail Training

Been digging around for examples of outstanding direct mail. If you’re tired of running emails and banners ads, and you’re looking to make a real creative and intelligent impact, you might want to consider something like this, especially if you have a discrete high value segment and want to get seriously noticed. The Australian Defence … Read More

What is predictive modelling in marketing?

October 27, 2010By Simon FosterCRM Training, Customer Analytics Training, Direct Mail Training, Direct Marketing Training, Media Evaluation Training

Predictive modelling is a term with many applications in statistics but in database marketing it is a technique used to identify customers or prospects who, given their demographic characteristics or past purchase behaviour, are highly likely to purchase a given product. In this context, ‘predictive’ does not simply mean predicting the future; it means identifying the quantitative factors … Read More

What can a database record tell us about customers?

October 12, 2010By Simon FosterCRM Training, Customer Analytics Training, Direct Mail Training, Direct Marketing Training

Your customer database is a potential fountain of opportunities to improve campaign targeting, creative messaging and return on marketing investment. Good database analysis can have a huge positive effect on your business. Your database can tell you who your customers are, where they live, what kind of people they are, what they buy, how they … Read More