HighBeam Research - Newspaper archives and journal articles
Options
Cancel changes
Follow us:
  • Subscription benefits
  • Log in
  • Sign up for a free, 7-day trial
  • Publications
  • Research topics
  • Topics home
  • People
    • Artists and Entertainers
    • Company executives
    • Historical figures
    • Politicians and Government officials
    • World Leaders
  • Issues and Events
    • Health and Medicine
    • Historical Events
    • Religion and Theology
    • Science and Technology
  • Places
  • Organizations
  • A-Z
    • A-G
    • H-O
    • P-T
    • U-Z
    • 0-9
  • Publications home
  • Journals
    • Academic journals
    • Business journals
    • Education journals
    • Math and Engineering journals
    • Medical journals
    • Science and Technology journals
    • Trade journals
  • Magazines
    • Business magazines
    • Computer magazines
    • Education magazines
    • Industry magazines
    • Lifestyle magazines
    • Medical magazines
  • Newspapers
    • International newspapers and newswires
    • Reports, newsletters, and transcripts
    • U.K. newspapers
    • U.S. newspapers and newswires
  • Reference works and books
    • Almanacs
    • Dictionaries and thesauruses
    • Encyclopedias
    • Non-fiction books
  • Subscription benefits
  • Log in
  • PUBLICATIONS HOME
  • Journals
    • Academic journals
    • Business journals
    • Education journals
    • Math and Engineering journals
    • Medical journals
    • Science and Technology journals
    • Trade journals
  • Magazines
    • Business magazines
    • Computer magazines
    • Education magazines
    • Industry magazines
    • Lifestyle magazines
    • Medical magazines
  • Newspapers
    • International newspapers and newswires
    • Reports, newsletters, and transcripts
    • U.K. newspapers
    • U.S. newspapers and newswires
  • Reference works and books
    • Almanacs
    • Dictionaries and thesauruses
    • Encyclopedias
    • Non-fiction books
Home » Publications » Business magazines » Marketing magazines » Direct Marketing » August 2001 »
  • Save
    This article has been saved!
    You may organize and add notes about this article below.
    This article has been saved!
    View all saved articles
  • Export

    To export this article to Microsoft Word, please log in or subscribe.

    Have an account? Please log in

    Not a subscriber? Sign up today

  • Print
  • Cite

    MLA

    Fitzpatrick, Michele. "Statistical Analysis for Direct Marketers--In Plain English." Direct Marketing. Hoke Communications, Inc. 2001. HighBeam Research. 25 Apr. 2018 <https://www.highbeam.com>.

    Chicago

    Fitzpatrick, Michele. "Statistical Analysis for Direct Marketers--In Plain English." Direct Marketing. 2001. HighBeam Research. (April 25, 2018). https://www.highbeam.com/doc/1G1-78438345.html

    APA

    Fitzpatrick, Michele. "Statistical Analysis for Direct Marketers--In Plain English." Direct Marketing. Hoke Communications, Inc. 2001. Retrieved April 25, 2018 from HighBeam Research: https://www.highbeam.com/doc/1G1-78438345.html

    Please use HighBeam citations as a starting point only. Not all required citation information is available for every article, and citation requirements change over time.

Statistical Analysis for Direct Marketers--In Plain English.

Direct Marketing
Direct Marketing

See all results for this publication

Browse back issues of this publication by date

August 1, 2001 | Fitzpatrick, Michele | Copyright
COPYRIGHT 1999 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights or concerns about this content should be directed to Customer Service.
  • Permalink

    Create a link to this page

    Copy and paste this link tag into your Web page or blog:

    <a href="https://www.highbeam.com/doc/1G1-78438345.html" title="Statistical Analysis for Direct Marketers--In Plain English. | HighBeam Research">Statistical Analysis for Direct Marketers--In Plain English.</a>

The marriage between the marketer and data analyst results in the deployment of appropriate tools that will ensure adherence to effective strategies and more profitable response.

In today's fiercely competitive business environment, the ability to approach market testing effectively translates into a better understanding of an audience and their habits. Market testing also lays the groundwork to create marketing strategies for increased loyalty and profitability. However, many marketers, novice and veteran alike, face with trepidation the art and science of testing direct marketing applications. And many downplay the critical importance of the marriage between marketer and data analyst. It is this marriage that results in the deployment of appropriate tools that will ensure adherence to effective strategies, and more profitable response.

Most of us tend to approach customer data, and deriving customer knowledge from that data, with proper respect, followed by many questions. After all, understanding the "total customer" and leveraging the knowledge gained is key to implementing a successful customer relationship management (CRM) strategy. As marketers, we must embrace the value of knowing which of our customers are the most profitable (and which may be a drag on the bottom line). Fortunately, today's technology, and the professional expertise behind it, affords us many tools and techniques for analyzing data--many of which we'll discuss here--with the resulting output delivering a greatly enhanced understanding of customers.

* Starting With the Basics

There are numerous ways to segment customers. Simply defined, a customer segment is a subgroup that shares some general characteristics within an entire customer base. When segmenting customers, a marketer should attempt to find differentiated groups of homogeneous customers. It is the goal of segmentation to find non-arbitrary groups of customers whom one would or should intuitively treat differently--"loyal, established customers" and "new customers" are two suitable examples. …


To read the full text of this article and others like it, subscribe today!



Related articles on HighBeam Research

Customer Interaction Solutions
digiMine announces Customer Segment Manager. (New Products).(Brief Article)

Customer Interaction Solutions; January 1, 2003

371 words
digiMine, Inc., a provider of data mining and analytic solutions for business users, has announced its new product, Customer Segment Manager. Customer Segment Manager is an analytics solution designed to enable marketers to define specific customer groupings based on behavior and demographics,…
Customer Interaction Solutions
Predictive analytics as the proverbial early bird. (Customer Relationship Management).

Customer Interaction Solutions; January 1, 2002

By Murphy, Don; 700+ words
Why does the early bird get the worm? The behavior of living organisms results in part from data gathered in past efforts for survival. Similarly, expertly leveraged data are a strong factor in successful initiatives within the corporate "ecosystem." Customer relationship management (CRM) analytics…
ABA Bank Marketing
Extending the Honeymoon

ABA Bank Marketing; October 1, 2008

By Funston, David; 700+ words
According to the Dove Consulting, the Boston-based research firm, first-year account attrition among banks averages 25-to-35 percent, with half of that attrition occurring within the first 90 days! So while a bank spends 70 percent of its marketing budget to bring new customers in the front door,…
Telecom Asia
Knowing the customer: it's back to the customer for telcos. Driven by rising competition and the expansion of IP, billing and customer care...

Telecom Asia; January 1, 2002

By Clark, Robert; 700+ words
Call it the paradox of progress: the more networks, increase in speed and capacity, the more important back office systems have become to carriers. Right now the focus for carriers is on billing, operational support and care systems that look after customers. Sure, telco executives have been…
Brand Strategy
The loyalty wars: Tesco and Nectar's loyalty schemes are very different products and it's not yet known which one is taking the right approach.

Brand Strategy; January 1, 2003

By Mitchell, Alan; 700+ words
How will the latest `loyalty wars' pan out? In sheer number terms Nectar, the loyalty programme combining Barclaycard, BP, Debenhams and Sainsbury's, has already overtaken Tesco. But does size really matter? For Nectar it does. Its whole raison d'etre rests on the need for critical mass, and now…
See all related articles »

Publication Finder

Browse back issues from our extensive library of more than 6,500 trusted publications.

Popular publicationson HighBeam Research

The Washington Post
Washington D.C. newspapers
Harper's Magazine
Cultural magazines
The Nation
Political magazines
The Mirror (London, England)
U.K. newspapers
Newsweek
National newspapers
Visit Cengage Brain
  • Company
  • About us
  • Subscription benefits
  • Group subscriptions
  • Careers
  • Privacy policy
  • Terms and conditions
  • Contact us
  • Help topics
  • FAQ
  • Search tips
  • Using the Research Center
  • Billing questions
  • Rights inquiries
  • Customer Service
  • Cengage Learning Network
  • Questia
  • CengageBrain.com
  • HighBeam Business
  • ed2go
  • MiLadyPro
  •  
HighBeam Research
Follow us:

HighBeam Research is operated by Cengage Learning. © Copyright 2018. All rights reserved.

The HighBeam advertising network includes: womensforum.com GlamFamily