Articles

The articles on this web site are available to the general public to read, enjoy and for limited business use. If you want to reprint more than one or two of them for resale or use in a business or educational environment, send an email to Arthur Hughes at arthur.hughes@kbm1.com. He will give you permission by return email. The cost, depending on the number of copies you want to reprint, is very inexpensive.

• (DMI Featuring) Five rules for building relationships with customers
• Age and Income Are Not Enough
• A tale of two marketers
• Avoid these Five Mistakes When Setting Up Your Database
• Bonding Click by Click
• Boosting Retention Through Targeted Communications
• Building a Customer Value Index
• Building Caterpillar Market Share With a Database
• Building Circulation with Database Marketing
• Building Customer Loyalty by Recognition
• Building Loyalty By Solving the Customer's Problems
• Building Member Contributions with Database Marketing
• Building Retention in Packaged Goods
• Building Successful Retail Strategies Using Customer Lifetime Value
• Call it E-RFM
• Can Database Marketing Work for Catalogers?
• Catalogs: Paper or Web?
• Catalogers Use of Lifetime Value
• Concentrating on where the problem is
• Customer Migration
• Customer Relationship Marketing on the Web
• Customer Retention: Integrating Lifetime Value into Marketing Strategies
• Customer Service and the Web
• Customer Specific Marketing
• Database Marketing Drives New Corporate Strategy
• Database Marketing has Arrived
• Database Marketing for Business Products Retailers
• Database Marketing in Britain:  A Success Story
• Deliver A Punch To Your Gut Market: Creating A Marketing Database Can Help You Identify And Serve The Vast Middle And Underproductive Part Of Your Book
• Determining the Minimum Test Size
• Did You Really Mean It? - Third Party Verification
• Direct Mail vs Outbound - Which is Best?
• Doing Email RightEmail Name Value Part II
• Evaluating Strategy Using Lifetime Value
• Exit, Voice and Customer Loyalty
• Flightdeck Notes Build Loyalty
• Get Analytical About Selling the Triple Play
• Getting Them To Eat More
• Glossary of Direct Marketing Terms
• Going to Five Dials
• Have You Defined Your Customer Segments?
• Helping Franchisees to Succeed
• How a Relational Database Helps Marketers
• How Banks Use Profitability Analysis
• How Customer Service Builds Loyalty and Profit
• How Do You Measure Frequency Of Purchase
• How Lifetime Value is Used to Evaluate Customer Relationship Management
• How Lifetime Value is used to evaluate email customer marketing strategy
• How Modern Database Marketing Builds Member Contributions
• How Much Should You Spend on CRM?
• How Relationship Marketing Built Profits
• How Sears Canada Profits from its Customer Database
• How Should You Spend Your Database Dollars?
• How SIC Analysis Builds Sales
• How the Safeway Savings Club Built Loyalty
• How the Web has Changed Database Marketing
• How to be relevant to your email customers
• How to build customer retention
• How to Compute the Next Best Product
• How to Compute Your Customer Lifetime Value
• How to do direct marketing testing
• How to get a 19% Response Rate on a Business to Business Promotion
• How to Launch a New Product
• How To Manage Customers
• How to Measure CRM Success
• How to Measure Success on the Web
• How To Profit From Investing In Customer Relationships 
• How to profit from multi channel marketing
• How To Retain Business Customers
• How to retain consumer customers
• How To Retain Credit Card Customers
• How to Touch a Customer's Life
• How Travelers Retain Their Best Customers
• Increasing Insurance Customer Retention
• Increasing the Average Order Size
• Is your mail getting through?
• It's the Communications, Stupid!
• Keeping Bank Customers by Database Marketing
• Keeping Track of Retail Customers
• Letting Them Come Behind The Counter
• Live from DMA06: Nine Database Marketing Sins to Avoid
• Lifetime Value in a Retail Setting
• Lifetime Value or Return on Investment
• Loyalty and Affluence
• Making Profits with What is Already in Your Database
• Making Your Database Pay Off Using Recency, Frequency and Monetary Analysis
• Managing Customer Segments
• Models vs Transaction History:  Which is Preferable for Customer Communications?
• Monetary Amount:  Does It Predict Response?
• Opening Your Files to Customers
• Operational Databases versus Marketing Databases
• Organizing for Customer Focus
• Picking the Winners
• Predicting Direct Marketing Results
• Profits from Prospect Databases
• Promoting Trial in Packaged Goods
• Prospect Databases - - A New Direction
• Prospect Databases - The new way to acquire customers
• Quick Profits with RFM Analysis
• Reactivating Lost Cellular Phone Customers
• RFM Migration Analysis:  A New Approach to a Proven Technique
• ROI, Profitability and Lifetime Value
• Should You Build a Data Warehouse or a Marketing Database?
• Take A Customer To Lunch
• Target Potential Analysis
• Targeted Relationship Building Pays Off
• Ten Ways to Keep Your Customer
• The 24 Essential Database Marketing Techniques
• The Beauty of 80%
• The Benefits of Web Response
• The Customer Is Always Right - But Are They Always Worth It?
• The Ecstasy And The Agony:  The Birth And Death Of A Successful Database Marketing Program
• The Failure of CRM Mathematics 
• The importance of Control Groups
• The Importance of Customer Communications
• The Importance of the List
• The Importance of Recognition
• The Loyalty Effect:  A New Look At Lifetime Value
• The Lifetime Value of a Catalog Customer
• The Merits of a Gold Card Program
• The Mirage of CRM
• The Multi-Variable Test
• The Proof of the Pudding
• The Six Essentials for Successful Database Marketers
• The State of Database Marketing Today
• The Uses of the Half Life Day
• The Value of an Email Name
• The Value of a Name
• Unleashing Branch Power at Fleet
• Using a Web Micro Site for Response
• Using Database Marketing to Improve Service and Profits
• Using Lifetime Value in Business to Business Marketing
• Web Response - Modern 1:1 Marketing
• What is your Customer Response Rate?  A Case Study
• What to Do with Gold Customers
• Who Are The Database Marketers?
• Who Will Succeed and Who Will Fail?
• Why building a marketing database should be outsourced
• Why CRM is Failing
• Why Customers Leave, And What You Can Do About It
• Why Marketing Databases Fail
• Why Marketing Databases Often Fail
• Why RFM Works in Predicting Response
• Why you need a customer marketing database
• Winning Customers as Members
• Your Check is in the Mail