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Library

  1. Database Marketing, Direct Marketing and/or CRM
  2. Data Mining, Predictive Modeling, Lifetime Value Analysis, and/or Data Quality
  3. Data Warehousing, Desktop Access, Systems and/or Technology
  4. Testing, Statistical Formulas, and/or Results Analysis
  5. Overlay Data, Compiled Lists and/or Cooperative Databases
  6. Merge/Purge, Data Hygiene and/or Service Bureaus
  7. Technical Articles

Database Marketing, Direct Marketing and/or CRM

“Answers to Data Mining Questions, Part 1,” DM News, November 1, 2004

“Is a Prospect Database Right for You?” DM News, September 6, 2004

“Focus Groups, Surveys Boost Response,” DM News, June 7, 2004

“A Grand Analogy,” Journal of Targeting, Measurement and Analysis for Marketing, March 2003

“Three Big Mistakes Direct Marketers Make When Reading Test Results,” Target Marketing, May 2003

“Integrate Skill Sets with Data Mining Techniques,” DM News, February 10, 2003

“Working the Phone as a CRM Tool; 7 Rules for Prospect and Customer Relationship Management in a Call Center Environment,” Target Marketing, January 2001

“Teamwork Lets Prospect/Customer Relationship Marketing Enrich Data,” DM News, Dec 4, 2000

“Data Leveraging Architects: Critical to Optimal Customer Relationship Management,” Direct, March, 2000

“Measuring Your Business: Nine Questions You Must Ask – and Answer – to Succeed,” Catalog Age, July 1999

“Multiple Analytical Tools for Optimal Targeting,” Catalog Age, February 1999

“Prospecting’s Lifetime Value Equation,” Catalog Age, July 1998

“Database Marketing for Retailers: A Six-Step Program Using Point-of-Sale Purchase Information,” DMA Retail Council Newsletter, March 1998

“Multiple Modeling Tools: Key to Sophisticated Database Marketing,” DM News, September 1996

“Strategic Planning: What's In It for Direct Marketers?” Advertising & Marketing Review, December 1993

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Data Mining, Predictive Modeling, Lifetime Value Analysis, and/or Data Quality

“Answers to Data Mining Questions, Part 1,” DM News, November 1, 2004

“Selecting the Right Predictive Model,” DM News, July 7, 2003

“Integrate Skill Sets with Data Mining Techniques,” DM News, February 10, 2003

“Improve Use of Quantitative Methods,” DM News, August 26, 2002

“Career Advancement in Data Mining,” DM News, March 19, 2001

“Superiority of Statistics-Based Predictive Models Versus RFM Cells,” DMA's 2001 Research Council Journal

"Teamwork Lets Prospect/Customer Relationship Marketing Enrich Data,” DM News, Dec 4, 2000

“Data Leveraging Architects: Critical to Optimal Customer Relationship Management,” Direct, March, 2000

"People Make Predictive Modeling Work," DM News, November 29, 1999

“The Non-Modeling Part of Predictive Modeling,” Catalog Age, November 1999

“Managing the Marketing/Analytical Partnership,” Catalog Age, April 1999

“Multiple Analytical Tools for Optimal Targeting,” Catalog Age, February 1999

“Prospecting’s Lifetime Value Equation,” Catalog Age, July 1998

“Data Detectives: Number Crunching Alone Won’t Build You a Successful Predictive Model,” Catalog Age, May 1998

“Database Marketing for Retailers: A Six-Step Program Using Point-of-Sale Purchase Information,” DMA Retail Council Newsletter, March 1998

“Individual/Household Demographics & Psychographics: Applications in Descriptive & Predictive Research,” DMA's 1997 Research Council Journal

"Improved Data Will Produce Better Models," DM News, October 14, 1996

“Multiple Modeling Tools: Key to Sophisticated Database Marketing,” DM News, September 1996

“Superiority of Tree Analysis Over RFM; How it Enhances Regression,” DM News, August 12, 1996

“RFM Cells: The 'Kudzu' of Segmentation,” DM News, July 15, 1996

“How to Calculate the Financial Impact of Predictive Modeling, Part 2,” DM News, January 1996

“The Fallacy of Automated Modeling,” DMA's 1996 Research Council Journal

“How to Calculate the Financial Impact of Predictive Modeling, Part 1," DM News, December 1995

“Myths and Realities of Building Models,” DM News, October 3, 1994

“The Hype and Reality of Database Marketing Software,” DM News, September 12, 1994

“Common Errors in the Use of Overlay Data,” DM News, September 12, 1994

“How Not to Do Predictive Modeling,” The Cowles Report on Database Marketing, August 1994

“MIS and Marketing: Secrets of Strategic Information Mining,” Chief Information Officer Journal, Summer 1992

“Making Your Marketing Data Usable,” Direct Marketing, January 1991

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 Data Warehousing, Desktop Access, Systems and/or Technology

“Is a Prospect Database Right for You?” DM News, September 6, 2004

“Data Leveraging Architects: Critical to Optimal Customer Relationship Management,” Direct, March, 2000

“OLAP GAP,” Database Programming and Design, April 1998

“Hype and Reality of Database Marketing Software,” DM News, September 12, 1994

“MIS and Marketing: Secrets of Strategic Information Mining,” Chief Information Officer Journal, Summer 1992

“Workstation Technology For Marketing Analysis,” Direct Marketing, January 1990.

A Marketing Manager's Primer “How to Create a Customer Database,” Direct Marketing Magazine, February 1990

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Testing, Statistical Formulas, and/or Results Analysis

“Who Responded to the Promotion?” DM News, September 20, 2004

“A Grand Analogy,” Journal of Targeting, Measurement and Analysis for Marketing, March 2003

“Poor Hygiene Corrupts Analysis,” DM News, June 2, 2003

“Three Big Mistakes Direct Marketers Make When Reading Test Results,” Target Marketing, May 2003

“Answers to Four Common List Questions,” DM News, November 4, 2002

“Improve Use of Quantitative Methods,” DM News, August 26, 2002

“Explaining Disappointing Rollouts,” DM News, May 6, 2002

“Merge/Purge and DM Success,” DM News, March 4, 2002

“Why So Many Rollouts Disappoint,” DM News, February 4, 2002

“Identifying Millions in Lost Revenue,” DM News, January 7, 2002

“How Big Should My Test Be?” DM News, October 1, 2001

“Merge/Purge Can Alter List Strategy,” DM News, September 3, 2001

“Managing the Marketing/Analytical Partnership,” Catalog Age, April 1999

“Evaluating Merge/Purge Systems, Part 6,” Direct Marketing Magazine, December 1987

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Overlay Data, Compiled Lists and/or Cooperative Databases

“Enhance Lists with Overlay Data, Part 3” DM News, January 5, 2004

“Enhance Lists with Overlay Data - Part 2,” DM News, September 8, 2003

“Enhance Lists with Overlay Data,” DM News, April 7, 2003

“Unleashing the Power of a Demographic and Psychographic Database Enhancement,” Target Marketing, October 1998

“Individual/Household Demographics & Psychographics: Applications in Descriptive & Predictive Research,” DMA's 1997 Research Council Journal

“Improved Data Will Produce Better Models,” DM News, October 1996

“Common Errors in the Use of Overlay Data,” DM News, September 1994

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Merge/Purge, Data Hygiene and/or Service Bureaus

“Poor Hygiene Corrupts Analysis,” DM News, June 2, 2003

“Merge/Purge and DM Success,” DM News, March 4, 2002

“Merge/Purge Can Alter List Strategy,” DM News, September 3, 2001

“Insights from the Evaluation Process,” Target Marketing, May 2001

“The Meaning of Merge/Purge,” Direct Marketing Magazine, January 1990

“Evaluating Merge/Purge Systems, Part Six,” Direct Marketing Magazine, December 1987

“Evaluating Merge/Purge Systems, Part Five,” Direct Marketing Magazine, November 1987

“Evaluating Merge/Purge Systems, Part Four,” Direct Marketing Magazine, October 1987

“Evaluating Merge/Purge Systems, Part Three,” Direct Marketing Magazine, September 1987

“Evaluating Merge/Purge Systems, Part Two,” Direct Marketing Magazine, August 1987

“Evaluating Merge/Purge Systems, Part One,” Direct Marketing Magazine, July 1987

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Technical Articles

“OLAP GAP,” Database Programming and Design, April 1998

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