Direct Mail
Concept Optimization, Segmentation, and Targeted Marketing
This paper presents an integrated approach to developing effective concepts through optimization and segmentation, and then targeting the appropriate consumers with these targeted concepts.... details
Understanding the Customer through Simple, Yet Strategic Research, Increases Credit Card Acquisition and Paves the Way for Future Growth
This paper shows how the IdeaMap` approach was used successfully with credit cards to identify customer 'hot buttons', as well as to identify new segments.... details
Interest and Reaction Time Analysis of Credit Card Offers - Managerial Implications of High Level Research Procedures
This paper presents a new approach to the optimization of direct mail offers. Conjoint measurement will be used to identify two aspects of an offer - the degree of interest, and the speed at which an individual processes the information.... details
Cross Border Development & Optimization of Concepts: A Visual Approach
(PowerPoint Presentation)
Presented at the ARF Annual Convention
New York City
April 2004