Using Market Research in Direct Marketing: An Updated Approach

Those outside it frequently castigate the Direct Marketing (DM) industry for over-communicating with potential and existing customers. This paper argues that it is time for a step-change in thinking about targeting that matches the UK’s current change from being a producer-led to a customer-led economy. DM practitioners need to move from using generic data for targeting provided by the market to finding and demanding the exact data that they need for the exact customers they need it for. The industry is the customer in this respect and must itself become fully customer-centric in meeting its own needs if it is to help its clients achieve the promised returns from CRM. We explain here the approach we have been using since the year 2000 and illustrate the key points using learnings gained from working with a major European DIY retailer.


This is registered user content. Please subscribe to a plan to get download access.
  • Version
  • 0 Download
  • 200.38 KB File Size
  • 1 File Count
  • 3rd April 2020 Create Date
  • 18th June 2020 Last Updated

Advanced DM Targeting.pdf
Advanced DM Targeting.pdf