Posted by Reilly Atkinson on October 06, 1999 at 22:24:47:

In Reply to: CUSTOMER KNOWLEDGE MANAGEMENT posted by Phillip Olivieri on October 04, 1999 at 17:27:39:

Sir -- It is indeed a pleasure to respond to a practical issue. You can certainly do Market Research without benefit of Direct Mail. But you really cannot do Direct Mail without Market Research. That is, the selection of your mailing list is most certainly formulated on the basis of research -- whether using purchased lists, or using clustering or logistic modeling on a highly detailed data base of potential customers. You might want to test mail packaging and content prior to the main mailing -- and this should really be done. Then there's the necessary analysis of responses -- what worked, and for whom, and so forth. The smart move is to keep a detailed history of mailings and attendent research. And, working in this mode is not at all difficult, provided you have smart, well trained people. All you really need to worry about is: get the mail out, and get the orders in. It's quite simple.This approach has worked for many companies for a long time -- you might even say it is "tried and true".

Customer info in general -- get the data into a database that supports SAS or SPSS or S+, and hire some bright analysts. Text stuff, well you can probably go a long way with some word counting software and some content analysts with practical experience.

Let the philosophy flow from the doing.

Regards,
Reilly Atkinson
(By the way, I've been involved in Direct Mail and Market Research for quite a few years. Feel free to contact me if you've got any questions)

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Follow Ups:

• Re: CUSTOMER KNOWLEDGE MANAGEMENT Phillip Olivieri 18:06:18 10/07/99 (6)
  • Re: CUSTOMER KNOWLEDGE MANAGEMENT Reilly Atkinson 19:32:46 10/07/99 (5)
    • Re: CUSTOMER KNOWLEDGE MANAGEMENT Phillip Olivieri 09:03:52 10/08/99 (4)
      • Re: CUSTOMER KNOWLEDGE MANAGEMENT Reilly Atkinson 13:31:18 10/08/99 (0)
      • CUSTOMER KNOWLEDGE MANAGEMENT Martyn R Jones 12:36:28 10/08/99 (2)
        • Re: CUSTOMER KNOWLEDGE MANAGEMENT Phillip Olivieri 16:46:38 10/08/99 (1)
          • Re: CUSTOMER KNOWLEDGE MANAGEMENT Martyn R Jones 06:47:40 10/09/99 (0)

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