DM p3 Contents Dec08.qxp 02/12/2008 10:20 Page 3
Contents
4 News and Events
All the latest news from the
world of database and direct
marketing.
10 Opinion
Mark Patron
Database marketing as a
strategy is well established
offline, but less so online – so
can marketers do about it?
20 Multi-variable testing
Ian Robinson
MVT marks one of the most
important advances in direct
22 Driving online profits
marketing for years, says Ian
Robinson.
28 Opinion
Features
Hollie Williams
Poor data is catastrophic for
12 Is the DM industry 22 Driving online profits
email campaigns, making
recession-proof?
getting the basics right critical
James Lawson
for marketers.
Rob McLuhan To reap the most profit from the
As the credit crunch continues swelling ranks of online buyers,
29 Notebook
to bite and marketing budgets companies now need a dynamic,
Social media is not yet the
feel the pinch, could it be that database-driven online
answer / web analytics to grow
direct marketers discover an marketing operation. And who
by 12% / spam plummets as
unexpected window of better to help than Marketing
gang leaves internet.
opportunity? Service Providers?
18 Cross-channel 30 Telemarketing set for
34 Software Review
optimisation delivers new lease of life?
James Lawson
A close up and personal look at
Antony Begley Antony Begley
Omniture’s Discovery web
Global tour operator Bales After years of misuse and abuse,
analytics package.
Worldwide doubles response telemarketing is re-emerging as
rates and drives sales up by 5% the perfect solution to difficult
41 Recruitment
since May with Neolane’s Cross- issues, if used strategically and
Channel solution. carefully.
42 Letters
T: 0845 686 0125 F: 0845 686 0249 E: info@dmarket.co.uk W: www.dmarket.co.uk
Publishing Director & Managing Editor Advertising Manager
Antony Begley Stuart Cal
0141 222 5380 • abegley@55north.com 0845 686 0125 scal@dmarket.co.uk
Consulting Editor Chief Designer
Database Marketing is published monthly by
James Lawson Bryan Mullen
55 North Ltd, Waterloo Chambers, 19 Waterloo
0141 222 5301 bmullen@55north.com
Commercial Director
Street, Glasgow G2 6AY. www.55north.com
T. Paul Begley Junior Designer Database Marketing is distributed free to
0141 222 5382 pbegley@55north.com
Richard Chaudhry qualifying readers. For details on sample copies
or subscriptions, visit www.dmarket.co.uk
Group Advertising Manager
Circulation Manager
Brian McShane
Cara Thomson
ISSN: 1465-2900
0141 222 5383 bmcshane@55north.com
0141 222 5381 cthomson@55north.com
Copyright 55 North Ltd 2008. All rights reserved.
www.dmarket.co.uk Database Marketing December 2008 3
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