Improve Marketing ROI Through Data Analysis

It’s no secret that if you use data correctly, you can add tremendous value to your company. The real key is the techniques to find and use this data to your advantage. That was the message offered during a session last week at the DMA’s List Day conference in New York.

A panel — consisting of Erik Findeisen, co-founder/CEO of FC Data, a direct marketing consultancy; Janette Barret, director of marketing services and analytics for International Masters Publishers; and Hao Chen, manager of decision science at Experian Marketing Solutions — discussed ways mailers can drive up their return on investment through the use of data and analytics. Here are three key tips they provided.