Miglautsch Marketing has pioneered automated modeling since the early 90's. Many of our clients produce four or more models per month, we have built more customer models than virtually any other direct marketing company. MMI is considered one of the world's leading modeling companies. With clients such as Guitar Center, Adobe The Bay and dozens of catalog companies, our systems have proven themselves in the real world of direct mail marketing for some of the biggest mailers in North America.  In the past 6 years we won 11 blind tests against 8 of the world's best modelers.  Click->John's Welcome to hear more.

What is Direct Marketing?

The question of Direct Marketing has gone through several revolutions.  I remember when I was young, the national association was the Direct Mail Marketing Association.  Direct mail went back into the 1800's, it was the proven, measurable and testable.

More than a few years ago, I was in a ad agency... I was the 'direct mail' guy. They asked me, "What is the difference between what we do and direct marketing?" Great question ... So I wrote this article: Why Direct Marketing is Misunderstood.  Excellent, check it out. Here is another version in Target Marketing.

In my YouTube Video on Direct Marketing I mentioned a cover test - here it is, can you see the difference?Cover Test

 The image on the left pulled 40% better than the cover on the right.  It was a 600,000 piece test and not even a letter of copy was different in the two catalogs.

 

Integrity as a Modeling Variable

The direct marketing magazines are loaded with articles on the benefits of better understanding your customers.  Especially in difficult economic times, these suggestions get paraded out.   Rarely is much detail offered, especially about how many or what kinds of customer variables are most beneficial.  Usually geodemographic clusters are alluded to, sometimes specific demographics and most talk about Recency, Frequency and Monetary (RFM).  My experience suggests that only another two or three hundred are important in getting a complete picture of your customers' behavior.  Even then, they never seem to quite match what you're looking for.  You might guess that soccer moms probably drive SUV's since lots of them do in your neighborhood... but is it worth getting vehicle type when it will only match on 5% of your customers.  I never cease to be amazed at how difficult it is to get just what you're looking for.  Read More...

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