Database Marketing Survey As seen in the DMA 2001 Statistical Fact Book Background Drake Direct, a database marketing consulting firm, in an effort to gauge satisfaction of direct marketing industry members on the usage of customer information, conducted a survey during the Summer of 1999. The survey was mailed to 2,000 DM News subscribers who …
Outside List Modeling Options by Perry D. Drake Presented at List Vision 2000, New York City by Perry D. Drake Perry D. Drake along with three other colleagues presented various toimages regarding outside list modeling options. The outline for Perry’s portion of the presentation is given below. Toimages Discussed Include: Outside list modeling options: response …
Why Didn’t My Response Model Hold Up in Roll-Out? By Perry D. Drake The following article, written by Perry D. Drake, appeared in Inside Direct Mail, May 2000. It provides marketers with valuable information regarding the build of stable response models. If you recently built or had built a response model but it failed to …
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Did Your New Marketing Test Really Beat the Control? By Perry D. Drake The following article, written by Perry D. Drake, appeared in Inside Direct Mail, January 2000.It provides direct marketers with a means of test comparison. In the September, 1999 issue of Inside Direct Mail we discussed how to assess a single test response …
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The Art and Science of Constructing Powerful Predictors Presented at the NCDM Orlando ’99 Conference and Exhibition by Perry D. Drake and Rhonda Knehans-Drake Perry D. Drake and Rhonda Knehans-Drake presented various techniques used to manipulate and exploit customer data to attendees of the NCDM Conference and Exhibition (Orlando, December 7, 1999). In addition, they …
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The Art and Science of Constructing Powerful Predictors Presented at the NCDM Orlando ’99 Conference and Exhibition by Perry D. Drake and Rhonda Knehans-Drake Perry D. Drake and Rhonda Knehans-Drake presented various techniques used to manipulate and exploit customer data to attendees of the NCDM Conference and Exhibition (Orlando, December 7, 1999). In …
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Finding Your Confidence Interval By Perry D. Drake The following article, written by Perry D. Drake, appeared in Inside Direct Mail, September 1999. It provides direct marketers with a means of better interpreting their testing results. When conducting marketing tests using samples, measures such as the percent responding or the payment rate are the “measures …
The Importance of Proper Test Planning and Analysis by Perry D. Drake The following article, written by Perry D. Drake, appeared in DM News, August 16, 1999. This article provides the direct marketer with tips for planning and analyzing their direct marketing test panels. Without proper test planning and analysis, a direct marketer is, in …
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A New, Free Test Planning and Analysis Tool The following article, written by Perry D. Drake,appeared in the July 1999 issue of Proof, a newsletter of the Direct Marketing Club of New York. This article reveals several important hints and tips for the planning and analysis of direct marketing test panels. Since becoming a DM …
The following article, written by Rhonda Drake, appeared in DM News, July 27, 1998. It is a useful article and provides direct marketers with hints and tips on how to maximize the value of their customer information. Collecting, updating and maintaining customer information on your database is only part of the picture. Knowing how to …
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