Customer Reviews

The Next Step in Database Marketing: Consumer Guided Marketing: Privacy for Your Customers, Record Profits for You

5 star:		(2)
4 star:		(1)
3 star:		(0)
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1 star:		(0)

 

 

Mr. Shaver uses over a dozen powerful examples of proper database marketing with privacy assured for consumers being marketed to. Three primary cases produced record profits for MCI, MMD, and others while assuring consumer relevance. If more direct marketers read this, and employ its' practices, we will cut down on marketing NOISE, increase more of what each customer wants, and save wasted trees in the process. A MUST READ for anyone marketing things to humans. Practical application guidelines include creative parameters; how each communication should look and what should be said and not said. Much more than a statement of philosophy...a real how-to book that can begin to be used immediately. (If you're really serious about getting rid of the Junk-mail problem).

The book has many examples. Very practical. I wish there were more case studies.

Dick presents a very detailed view of his own experience making successful campaigns, making sure that customer information is never overused. Instead of making regression analysis using neural networks, he just asks the information to his clients, because a fact that you already know always will be better than the information you infer.

Very useful if you are working in United States, but is not as much useful here in Peru were I live, because the patterns on reading letters are different. I recommend it very much.