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John's Miglautsch
Marketing Blog
Downloadable Resources (you will need
Adobe Reader to veiw these files):
Articles by John Miglautsch:
- Why
Direct Marketing is Misunderstood Originally
written to help general advertising agency people
understand the distinctives of "Direct",
this article formed the basis for the original
work on the definition of Direct marketing.
- A Conceptual Definition
of Direct Marketing Direct marketing has
come to mean more than direct/mail mail order
by using other media and by incorporating such
concepts as "database marketing" (7)
and "relational marketing" (12). However,
the addition of these concepts still does not
clarify what is or is not direct marketing.
by John Miglautsch & Connie Bauer
- What to do with the
1-1-1's?
Inherent in the basics of RFM are its fundamental
limitations. RFM alone, by definition, cannot
move beyond this point. Segmentation of 1-1-1
requires the creation of additional variables.
- There's Such a Thing
as Too Much Data*
As we all know, Data does NOT = Power. Understand
why not.
- Spinning
Straw Into Gold From Catalogue &
E-Business, this short summary article formed
the basis for John's ground-breaking book by
the same name.
- Why
Marketing Databases are Not Working*
When doing market research or selecting
names for mailing, marketing often has difficulty
obtaining and analyzing mainframe based, historical
customer and order data. Since the order entry
and sales systems that generate the data, are
crucially important to servicing customers,
they generally have been in place for a number
of years. The data searching and extraction
capabilities of any older systems pale in comparison
to state-of-the-art technology. Thus the aging
of the corporate information systems continues
to impose frustrating obstacles to effective
marketing research. Although that may be the
way it is, it need not remain that way.
- What Are Your Customers Really Worth?*
Direct marketing is built almost universally
on the principle of getting and (especially)
keeping customers. Practitioners therefore tend
to be excessively analytical, keeping close
track of customers gained and lost in each period,
while trying to make decisions based on long
term customer worth.
- Making
the Business-to-Business Marketing Database
Work
Network or Notebook? Is it possible to do something
with your PC system? Many find it hard to believe
that their PC system can meet their needs. Miglautsch
Marketing has a one million customer database
running with 70 million transactions on a 486.
And the 486 is not the optimal platform. Much
better equipment is available today.
- Getting
the Most out of Your PC Analysis*
You know the data is in there... but how
do you get it out? Data is a by-product of the
direct marketing process. If you mail tens of
millions of catalogs, you should have more than
a few customers and orders. However, gaining
marketing advantage with that data can be more
than a little challenging.
- Integrated
Marketing
The text of this article discusses the issues
related to integrating traditional marketing
(i.e., field sales and lead generation) with
telemarketing.
Additional Articles:
- A Customer Acquisition Break-Even Model*
- A Weekly
Catalog-Sales Projection Model*
- Here's
Why I Love Catalogs So Much*
- Opportunities Unlimited; A Study in the Economics
of the Catalog Mail Order Business**
- Designing a Useable Database and Response Analysis
System; Catalog Systems Management Network News****
- Modeling Basic Break-Even Analysis+
- A
Conceptual Definition of Direct Marketing***
- Building
a Financial Model+
- Software
Considerations: Use What You Have or Start All
Over?
*Originally published in DM NewsMagazine
**Originally published in Direct Marketing
Magazine
***Originally published in the Journal of
Direct Marketing
****Originally published in Catalog Systems
Management Network News
+Originally published in Catalog Business
Magazine
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