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Customer Prospecting and Retention Report, 2nd edition
Product Code: 9432

List Price: $240.00
DMA Member Price: $135.00


CPR 2

Are you ahead of the direct marketing curve?

Developed in collaboration with David Shepard Associates, the DMA 2007 Customer Prospecting and Retention Report is the second edition of ground-breaking research designed to provide critical insights into current practices on how to reach, convert, and retain customers in a multichannel environment.

With over 250 B-to-B and B-to-C companies participating, this report will help you identify whether you’re ahead of the curve or if you’ve been left behind in the dust.

Learn what direct marketing companies are actually doing today and how they manage key areas like:

  • Customer acquisition
  • Customer promotion and retention
  • Budgeting

What are your competitors up to?
All the major industry segments are broken out by type and size of firm so you’ll be able to determine how your company compares in terms of modern direct marketing practices. The DMA 2007 Customer Prospecting and Retention Report will help you decide which practices you want to explore, find out what’s working for your competition, and avoid costly mistakes!

Compare your organization against all major segments of the direct marketing industry on key measures like:

  • Campaign management
  • Contact strategy
  • Customer optimization
  • Database marketing
  • Testing
  • And more…

Plus, throughout the entire report you will find additional commentary on the survey results. Industry veteran and expert, David Shepard, provides key insights behind the survey results through his analytical commentary, making the results easier to digest and apply to your current prospecting and retention campaigns.

**Special feature: Segmentation Analysis

Respondents to this study were segmented according to their use of advanced marketing tools such as data mining, predictive modeling, segmentation, use of customer segment managers, etc.  This special segmentation analysis reveals some of the characteristics of the 25% of direct marketers who can be described as having adopted the most sophisticated marketing practices. Use this new data to benchmark your company and discover ways to continue improving your current practices.


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Introduction and Table of Contents
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