Data Mining a Non-Profit File for High Value Donors and Planned Givers Presented by Perry D. Drake and Rhonda Knehans Drake at the SAS 2004 Data Mining Technology Conference, Las Vegas, Nevada A non-profit organization needed to identify best donors in order to focus planned giving activities against the donors most likely to …
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The Importance of New List Placement in the Merge/Purge ProcessBy Perry D. Drake The following article, written by Perry D Drake, appeared in Target Marketing TM Tipline, August 11, 2004. It provides direct marketers with some guidelines regarding common list testing mistakes. When prospecting for new customers, many marketers make a very important mistake in …
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Best PracticesYour Path to World-Class Direct Marketing Perry and Rhonda Drake of Drake Direct provided input for the following article that appeared in the September 2003 issue of Target Marketing Magazine. In this article you will find out about the best approaches to database hygiene, predictive analysis and web-supported customer service. World-class direct marketing doesn’t …
Best Practices
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How to Build a Marketing Database and Use it to Get More Sales and Profits Presented by Perry D. Drake in conjunction with the USPS at the Westchester Direct Marketing Forum – April 15, 2003. Last year they said business would get better this year. Now they say it will be next year. But you …
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How to Move Beyond Exhaustion of Your Acquisition List Options Presented by Perry D. Drake and Rhonda Knehans Drake at the NCDM 2002 Conference, Orlando Florida Perry D. Drake and Rhonda Knehans Drake of Drake Direct and Jeff Grill of the romann group disucssed analytical options for acquiring new and profitable prospects including a real-life …
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The Marketing Database: To Build or Not to Build?By Perry D. Drake For magazine publishers, determining ROI on a database build is no simple issue. The following article, written by Perry D. Drake of Drake Direct, appeared in the November 2002 issue of Circulation Management Magazine. Here, Perry shares insights from a publishing industry study …
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Top Ten Most Common Mistakes Made By Direct Marketers Regarding the Use of a Customer DatabaseBy Perry D. Drake The following article, written by Perry D Drake, appeared in DM News, July 22, 2002.Compiled from Perry’s new book “Optimal Database Marketing,” it provides direct marketers with a listing of the most common mis-uses of a …
Key Considerations in Building a Marketing DatabaseBy Rhonda Drake The following article, written by Rhonda Drake, appeared in the April 2002 issue of Proof,a newsletter of the Direct Marketing Club of New York. This article reveals key considerations that any direct marketer mustconsider when contemplating outsourcing the build of a marketing database. Building a marketing …
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Customer Lifetime Value, What’s it all About?By Rhonda Drake The following article, written by Rhonda Drake, appeared in Deeper, March 2002.It provides direct marketers with a better means of understanding what customer lifetime value is,how it is calculated and how it can be used as a strategic marketing tool. So what is Customer Lifetime Value? We all …
Direct Mail – Where the Future Lies Panelist Perry D. Drake Perry D. Drake along with four other colleagues discussed issues regarding the future of direct mail in relation to e-mail marketing. The panelists sitting along side of Perry included Fran Green of the American List Council, Pat Vandermeer of Southern Progress and Caroline Zimmermann …
