John Miglautsch

Speaker, Author, Mentor

John Miglautsch founded and currently serves as President of Miglautsch Marketing, Inc. in Hartland, Wisconsin. Miglautsch Marketing provides database marketing systems and consultation to direct marketing clients across North America and the EU. John speaks and writes on BIGdata, direct & database marketing nationally and internationally. He is President of the Wisconsin Direct Marketing Association Board of Directors, Executive Director of the International Society for Strategic Marketing. John and his wife, Susan have three daughters and a son. 

1990-Present Founder Miglautsch Marketing, Inc. aiding companies in the execution of direct marketing and database marketing strategies. International speaker and author on database marketing. Implementing revolutionary integration of modeling software that is changing the nature of database marketing. 

1987-1990 General Manager, R.L.Meyer Direct Marketing. Founded independent direct marketing division. Aided general advertising and direct marketing clients in integrating direct marketing principles and techniques into their marketing mix. Developed computer aided catalog training for major catalog companies.

1985-1987 Vice President of Marketing, Sales Guides, Inc. Management of all direct marketing operations including design and telemarketing. Developed decision support models for catalog management. Built catalog division (founded in 1984) to 53 employees and mailings of almost 6 million catalogs in 1987.

1981-1985 Consultant, Hunter Business Direct, Inc. (Direct Marketing Consulting Firm), Milwaukee, WI. Proposal, research and management of long-term client projects. Designed solutions for specific projects related to direct marketing techniques.

1979-1981 Inside Sales, Durable Controls, Inc. Developed all corporate marketing materials, direct mail and trade show programs. Designed computer business and telemarketing system.

1978-1979 Sales Rep, Wisconsin Graphics. Substantially expanded customers and geography.

1974-1976 Sales Representative, Ad Vantage Ad, Inc. Performance equaled and exceeded veteran salesmen.John Miglautsch’s successful consulting projects have included major involvement in five business-to-business and three consumer catalog start-ups.

In 1985 John moved to Vice President of Marketing at Sales Guides, Inc. His background in the real world of day to day catalog management, make his solutions practical as well as technically sound. Miglautsch Marketing is one of the premier developers of marketing databases. Custom systems are constructed using off the shelf PC Windows tools running client/server on LAN’s. 

They have built marketing databases for Musician’s Friend, Fire Mountain Gems, Moore Business Systems, Hudson’s Bay, Cabela’s, Hubert, American Collegiate Marketing, The Mutual Group, In-Fisherman, North American Outdoor Group, Baseball Express, Highlander Catalog, Xena/Hercules, Sax’s 5th Avenue, Adobe Systems, eTrade, PetEdge, Daniel Smith and many others.

John’s writing ranges from analytical computer models to direct mail copy. He just published his first book, Spinning Straw Into Gold, A Guide to the Magic of Turning Data Into Money. He contributed the database and modeling chapters to the world’s best selling direct marketing book, Bob Stone’s Successful Direct Marketing Methods, July 1999.Recent articles include: Artificial Intelligence & Marketing, Linkedin 2017

RFM Scoring & Dangers of RFM, Linkedin 2017
BIGdata Fails vs Direct Marketing, Linkedin 2017
Is Google Spying on your Email? Linkedin 2017
Response or Direct Marketing? Linkedin 2017
One-to-One Marketing? Linkedin April, 2017
Spinning Straw Into Gold, Catalogue & eBusiness October 2012
The Adventure Begins (again) June 2012
Werewolf Variable June 2011
The RFM Trap February 2009
Integrity as a Modeling Variable April 2009
Thoughts on “Junk Mail” October 2008
There are Three Kinds of Lies: June 2008
Confessions of a Spammer, WDMA Newsletter, 2007
Are You Really Doing Direct Marketing? Target Marketing, October 2006, 
Best Practices, Target Marketing, September 2003, 
Meet the Masters: John Miglautsch, Inside Direct Mail, August 2003, 
What to do with the 1-1-1s, Journal of Database Marketing, July 2002, 
Spinning Straw Into Gold, Catalog & e-Business, January-February 2001, 
Thoughts on RFM Scoring, Journal of Database Marketing, January 2001, 
Assessing Modeling Performance, Journal of Database Marketing, August, 2000, 
A Coming Together of Catalogues and e-businesses, Catalog & e-Business, December 2000, 
Finding Needs and Filling Them, DMA Electronic Media & TV Marketing Council, Summer 1998, DMA Marketing Technology & Internet Council, Fall 1998, 
Drowning in Data, Inside Decisions, Spring 1997,
Use Match Processing to Build Databases, DM News, December 8, 1997, 
BTB Modeling: A Difficult Task, DM News, September 29, 1997, 
Using Consumer Data for B-B Marketing, DM News, June 9, 1997, 
Five Common DB Marketing Misconceptions, DM News, March 17, 1997, 
When Marketing Defines Database Needs, DM News, January 13, 1997, 
Drowning in Data, Inside Decisions, Spring 1997, 
Segmentation and Modeling vs. RFM, How to Assess the Comparison, DM News, December 9, 1996, 
Look Behind Results to Why They Happened, DM News, October 14, 1996, Converting to 2000: A $6 Billion Effort, DM News, August 12, 1996, 
Small-Biz Challenge: Justifying Costs, DM News, July 15, 1996, 
Cost-Justifying a Marketing Database, DM News, April 22, 1996, 
How to Build a Better Marketing Database, DM News, February 12, 1996,

A Speedy Database Means Keeping It Simple, Stupid!, DM News, December 11, 1995, 
Inside RFM Segmentation Modeling, DM News, October 16, 1995, 
What is a Marketing Model? DM News, September 25, 1995; 
Would Database Marketing by Any Other Name Sound as Sweet? DM News August 21, 1995; 
A Case Study of Horizons Unlimited, Direct Marketing News, August 1995, 
How to Get on the World Wide Web in One Day DM News August 7, 1995; 
The Death of the Traditional Lifetime Value Model DM News June 19, 1995; 
Understanding What’s ‘Direct’ in Database Marketing DM News, April 17, 1995; 
Drowning in Data? Marketing Tools, March/April 1995, 
A Junk Mailer’s Confession: Anyone Can Do It, DM News, February 20, 1995, 
Cross-Selling Helps Business Database Marketing, DM News, Two-part Series, December 5, 1994 and January 23, 1995, 
There’s Such a Thing as Too Much Data, DM News, August 15, 1994, 
Getting the Most From PC Analysis, DM News, December 1993, 
Architectures for Marketing Computer Systems, Journal of Direct Marketing, Spring 1993, 
Why Marketing Databases Are Not Working, DM News, October 1992; 
The Great Database Myth is Dead, Direct Marketing, June 1992; 
A Conceptual Definition of Direct Marketing, Journal of Direct Marketing, Spring 1992; 
A Weekly Catalog-Sales Projection Model, DM News, December 1991; 
The FAX: Good for DMers and the Environment, DM News, August 1991; 
What Are Your Customers Really Worth?, DM News, June 1991; 
A Customer-Acquisition Break-Even Model, Modeling Basic Break-Even Analysis, Catalog Business, August 1990; 
Why I love Catalogs so Much, DM News, February 1990; 
Why Direct Marketing is Misunderstood, Direct, March 1989; 
Mature Business Catalogs Turn Graphic, DM News, November 1988; 
Building a Financial Model, Catalog Business, February, 1988; and 
Opportunities Unlimited, A study in the economics of the catalog mail order business, Direct Marketing,February,1988. 

John developed the first Catalog Age sponsored Catalog Seminar presented in New York, Chicago, San Francisco and Boston in 1988. John participated as a judge in the 1988 American Catalog Contest. John was one of three finalists for Young Direct Marketer of the Year, 1989. In 1991 he became a Senior Fellow of the North American Society for Strategic Marketing. 

Recent Speaking Experience Includes:

2018 – Why MAIL, USPS National Direct Mail Sales Training – Keynote – Chicago, IL

2017 – National eTailing & Mailing Organization of America (nemoa), Chicago, IL
Mail Haus Marketing Seminar, WI, W-Direct Marketing Association, Minneapolis, MN

2016 – DataVersity – Chicago, IL

2012 – ECMOD – London, UK

2010 – Ottawa, Ontario

2010 – Edmonton, Alberta

2007 – DMA – Cleveland

2006 – DMA – Dallas, Wisconsin

2004 – Database University

2003 – WDMA, WCTC

2002 – WDMA, Marquette University

2001 – Marquette University, Caroll College

2000 – Merit Direct – Business-to-Business, Stamford, CT.

1999 – ADMS- Database and Modeling Seminar – Singapore

1998 – WWMG Mailers Conference-UK, European Catalog Conference – Catalog Simulation

1997 – Kansas City DMA – Keynote Database Seminar, CSMN – Catalog Simulation, WWMG Mailers Conference-UK, United States Postal Service Tactical Marketing Group Training Conference

1996 – DMI B-B Conference, Southern California Catalog Council, Tennessee Direct Marketing Association

1995 – Keynote Speaker-Canadian National Database Marketing Conference, WDMC Basic Course, CDMA National Convention, DMI B-B Conference

1994 – Chairman,Target Marketing Database Conference, Telemarketing Conference, DMA NCC, DMIBB 

1993 – DMA NCC, DMI B-B, WDMC DM Day, NCDM, University of Missouri-KC PDM

1992 – CDMA National Catalog Conference, CDMA National Convention, CDMA Technology Conference, DMA NCC & Spring Conference, DMI Business Catalog Conference, KCDMA DM Day, National Center for Database Marketing Conference, DMA Business-to-Business Conference, National Direct Marketing to Business Conference, Univ. Missouri-KC PDM Certification

1991 – DMA National Catalog Conference, DMI Business Catalog Conference, WDMC DM Day, National Center for Database Marketing Conference, DMA Business-to-Business Conference, National Direct Marketing to Business Conference, Univ. Missouri-KC PDM Certification

1990 – DMA National Catalog Conference, WDMC DM Day, National Database Conference, Direct Media Business Catalog Conference, National Direct Marketing to Business and Industry Conference Honors:

John and/or Miglautsch Marketing have been cited in the following areas: Direct, Fifth International Conference on Operations and Quantitative Management, Catalog Age, The Journal of Advertising, The Milwaukee Journal,  Journal of Personal Selling & Sales Management, Circulation, CENTER FOR RESEARCH ON INFORMATION TECHNOLOGY AND ORGANIZATIONS, Target Marketing, Internet como mídia de marketing direto no Brasil, There is No Need for More than OneDefinition of Direct Marketing,  Infoworld,  Database Limitations, Target Marketing, Internet Access, Network World, No Substitute for a Brain, DBMS, Interbase:Serving Two Worlds, Computerworld, Borland’s PAL Shift Proves Manageable, Computerworld, Yankee Ingenuity, Corporate Report Wisconsin, Going For All The Marbles, Infoworld, Off-the-shelf Software has Advantages, Database Marketing Newsletter,  Why Databases Are Not Working; A Reply to Miglautsch & Sargent, DM News, Libey on Customers, pp. 168 Moore Business Products Expects to Boost Sales With Data System, DM News; Cognos Eases SQL Query Process Across RDBMS’s, Computerworld,  Interbase, Driver Provide Link to Paradox 4.0, PC Week, Why DMers Think The Fax is Indispensable, DM News,  Most B-to-B Firms Don’t know Cost or Value of Customers: DMI Survey, DM News, PC’s Put Database Marketers In Control, Target Marketing, Data Capture, Target Marketing, The Libey Letter, Getting To The Data, Direct, In Search of the Perfect Software, Direct.