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	<title>David Shepard Associates Blog</title>
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	<link>http://www.dsadirect.com/blog</link>
	<description>Database Marketing Thought Leadership</description>
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		<title>Digital Marketing Practices and Trends Report Now Available From David Shepard Associates and The DMA</title>
		<link>http://www.dsadirect.com/blog/2010/07/digital-marketing-practices-and-trends-report-now-available/</link>
		<comments>http://www.dsadirect.com/blog/2010/07/digital-marketing-practices-and-trends-report-now-available/#comments</comments>
		<pubDate>Wed, 14 Jul 2010 16:22:14 +0000</pubDate>
		<dc:creator>DSA</dc:creator>
				<category><![CDATA[Current Topics]]></category>
		<category><![CDATA[Marketing Analytics & Modeling]]></category>
		<category><![CDATA[Marketing Strategy & Practices]]></category>
		<category><![CDATA[Online / Internet]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=144</guid>
		<description><![CDATA[Direct marketers have always adapted to take advantage of the latest media technologies.  With the continued emergence and development of online and mobile channels, staying on top of trends has never been harder to do.  DMA and David Shepard Associates (DSA) have collaborated to provide some clarity with their Digital Marketing Practices and Trends Report.  [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2010/07/digital-marketing-practices-and-trends-report-now-available/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>What Direct Marketers Need To Know About Segmentation (Part4)</title>
		<link>http://www.dsadirect.com/blog/2010/07/what-direct-marketers-need-to-know-about-segmentation-part4/</link>
		<comments>http://www.dsadirect.com/blog/2010/07/what-direct-marketers-need-to-know-about-segmentation-part4/#comments</comments>
		<pubDate>Wed, 07 Jul 2010 00:09:56 +0000</pubDate>
		<dc:creator>DSA</dc:creator>
				<category><![CDATA[Marketing Analytics & Modeling]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=32</guid>
		<description><![CDATA[Part 4 of a Multi-Part Series In our last article we discussed the issues relating to the choice of variables that go into a Cluster Analysis. The key points were: (1) choose  only those variables you want to segment around, i.e., don’t include variables that you think are irrelevant to your marketing strategy (2) standardize [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2010/07/what-direct-marketers-need-to-know-about-segmentation-part4/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Download Available For &#8220;Customer Analytics for Online Marketing&#8221; Webinar</title>
		<link>http://www.dsadirect.com/blog/2010/06/download-available-for-customer-analytics-for-online-marketing-webinar/</link>
		<comments>http://www.dsadirect.com/blog/2010/06/download-available-for-customer-analytics-for-online-marketing-webinar/#comments</comments>
		<pubDate>Tue, 15 Jun 2010 18:27:44 +0000</pubDate>
		<dc:creator>Rus Rempala</dc:creator>
				<category><![CDATA[Marketing Analytics & Modeling]]></category>
		<category><![CDATA[Online / Internet]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=69</guid>
		<description><![CDATA[Thanks to everyone for helping to make today&#8217;s Webinar a success&#8230;  and a special thank you for all the great questions at the end.  It&#8217;s very rewarding for us to see so  many fellow marketers actively engaged in the conversation.  Based on interest in today&#8217;s webinar, it looks like the topics of MultiChannel Customer Analytics, Web Page [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2010/06/download-available-for-customer-analytics-for-online-marketing-webinar/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Real World Modeling Concerns – It’s Not about Tools</title>
		<link>http://www.dsadirect.com/blog/2010/06/real-world-modeling-concerns-%e2%80%93-it%e2%80%99s-not-about-tools/</link>
		<comments>http://www.dsadirect.com/blog/2010/06/real-world-modeling-concerns-%e2%80%93-it%e2%80%99s-not-about-tools/#comments</comments>
		<pubDate>Mon, 14 Jun 2010 16:30:21 +0000</pubDate>
		<dc:creator>DSA</dc:creator>
				<category><![CDATA[Marketing Analytics & Modeling]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=55</guid>
		<description><![CDATA[From time to time there are articles in the trade press and the academic press about the relative merits of Neural Nets, Logistic regression and what I’ll refer to as relatively simple but structured RFM analysis.  The usual conclusion is that given the decision to investigate a specific number of potential predictor variables, it’s not [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2010/06/real-world-modeling-concerns-%e2%80%93-it%e2%80%99s-not-about-tools/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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		<item>
		<title>What Direct Marketers Need To Know About Segmentation (Part3)</title>
		<link>http://www.dsadirect.com/blog/2010/06/what-direct-marketers-need-to-know-about-segmentation-part3/</link>
		<comments>http://www.dsadirect.com/blog/2010/06/what-direct-marketers-need-to-know-about-segmentation-part3/#comments</comments>
		<pubDate>Thu, 10 Jun 2010 00:18:59 +0000</pubDate>
		<dc:creator>DSA</dc:creator>
				<category><![CDATA[Marketing Analytics & Modeling]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=31</guid>
		<description><![CDATA[Part 3 of a Multi-Part Series In our last article we concluded that segmentations based solely on demographic and behavioral data were relatively easy to build (using samples drawn from the customer file) and that it was relatively easy to project the results of the segmentation to the entire customer database.  Relatively easy as compared [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2010/06/what-direct-marketers-need-to-know-about-segmentation-part3/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>What Direct Marketers Need To Know About Segmentation (Part2)</title>
		<link>http://www.dsadirect.com/blog/2010/05/what-direct-marketers-need-to-know-about-segmentation-part2/</link>
		<comments>http://www.dsadirect.com/blog/2010/05/what-direct-marketers-need-to-know-about-segmentation-part2/#comments</comments>
		<pubDate>Thu, 20 May 2010 00:25:59 +0000</pubDate>
		<dc:creator>DSA</dc:creator>
				<category><![CDATA[Marketing Analytics & Modeling]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=30</guid>
		<description><![CDATA[Part 2 of a Multi-Part Series In our last article we defined the objective of a survey developed, attitudinal segmentation scheme that would separate our hypothetical chain store customers in to four clusters based on the following set of major dimensions: (1) price, (2) service (3) product depth (4) product quality (5) the overall shopping [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2010/05/what-direct-marketers-need-to-know-about-segmentation-part2/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>More Value (and profits) From &#8220;ZIP Code&#8221; Data</title>
		<link>http://www.dsadirect.com/blog/2010/04/more-value-and-profits-from-zipcode-data/</link>
		<comments>http://www.dsadirect.com/blog/2010/04/more-value-and-profits-from-zipcode-data/#comments</comments>
		<pubDate>Thu, 22 Apr 2010 05:20:46 +0000</pubDate>
		<dc:creator>David Shepard</dc:creator>
				<category><![CDATA[Current Topics]]></category>
		<category><![CDATA[Marketing Strategy & Practices]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=10</guid>
		<description><![CDATA[As most direct marketers know, ZIP Code models are not new, but given this current economy this proven practice of targeting to improve results has taken on new importance. It is time to reconsider if the zip code modeling and screening techniques you are using are giving you optimal performance.   Recently, I’ve had a number [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2010/04/more-value-and-profits-from-zipcode-data/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Webinar: Customer Analytics for Online Marketing</title>
		<link>http://www.dsadirect.com/blog/2010/04/webinar-customer-analytics-for-online-marketing/</link>
		<comments>http://www.dsadirect.com/blog/2010/04/webinar-customer-analytics-for-online-marketing/#comments</comments>
		<pubDate>Mon, 19 Apr 2010 16:53:40 +0000</pubDate>
		<dc:creator>Rus Rempala</dc:creator>
				<category><![CDATA[Professional Education]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=56</guid>
		<description><![CDATA[Webinar: Customer Analytics For Online Marketing
  Sponsored By Alterian &#038; David Shepard Associates
  Rus Rempala &#038; Debbie Megee
  Thursday, November 20th 10:00am CST    

]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2010/04/webinar-customer-analytics-for-online-marketing/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>What Direct Marketers Need To Know About Segmentation (Part1)</title>
		<link>http://www.dsadirect.com/blog/2010/04/what-direct-marketers-need-to-know-about-segmentation-part1/</link>
		<comments>http://www.dsadirect.com/blog/2010/04/what-direct-marketers-need-to-know-about-segmentation-part1/#comments</comments>
		<pubDate>Wed, 07 Apr 2010 00:31:01 +0000</pubDate>
		<dc:creator>DSA</dc:creator>
				<category><![CDATA[Marketing Analytics & Modeling]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=29</guid>
		<description><![CDATA[Part 1 of a Multi-Part Series The purpose of this series of articles is to help direct marketers understand the issues and choices involved in a customer segmentation project so that they can manage it effectively from conception to implementation. Along the way we’ll identify common pitfalls that stand in the way of success and [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2010/04/what-direct-marketers-need-to-know-about-segmentation-part1/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Why One Model May Not Suffice</title>
		<link>http://www.dsadirect.com/blog/2010/03/why-one-model-may-not-suffice/</link>
		<comments>http://www.dsadirect.com/blog/2010/03/why-one-model-may-not-suffice/#comments</comments>
		<pubDate>Fri, 05 Mar 2010 05:01:48 +0000</pubDate>
		<dc:creator>David Shepard</dc:creator>
				<category><![CDATA[Marketing Analytics & Modeling]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=12</guid>
		<description><![CDATA[In today’s tough economic times, marketers are continually searching for ways to gain efficiencies and improve return on investments.  Dramatic improvements in predictive models are possible through identifying variables that may not only work differently for different segments, but might only be relevant to certain segments, and not to others. A while back, we wrote an article that dealt [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2010/03/why-one-model-may-not-suffice/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>7 Factors In Successful Contact Schedule Optimization</title>
		<link>http://www.dsadirect.com/blog/2010/02/7-factors-in-successful-contact-optimization/</link>
		<comments>http://www.dsadirect.com/blog/2010/02/7-factors-in-successful-contact-optimization/#comments</comments>
		<pubDate>Thu, 18 Feb 2010 05:01:41 +0000</pubDate>
		<dc:creator>Robert Kendrick</dc:creator>
				<category><![CDATA[Marketing Strategy & Practices]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=14</guid>
		<description><![CDATA[Everyone agrees that optimal Data Driven Marketing involves promoting the right product with the right offer to the right person at the right time. Everyone also acknowledges that this is easier said than done.  Paying attention to seven critical factors will drive your success. The concept of selecting the proper product to promote using the best [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2010/02/7-factors-in-successful-contact-optimization/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>How To Use Predictive Models</title>
		<link>http://www.dsadirect.com/blog/2010/01/how-to-use-predictive-models/</link>
		<comments>http://www.dsadirect.com/blog/2010/01/how-to-use-predictive-models/#comments</comments>
		<pubDate>Tue, 19 Jan 2010 22:31:40 +0000</pubDate>
		<dc:creator>David Shepard</dc:creator>
				<category><![CDATA[Marketing Analytics & Modeling]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=7</guid>
		<description><![CDATA[Want to drive higher responses and find a wealth of viable prospects in your database? You&#8217;ll have to brave a bit of math. That is, you must segment your file and apply predictive models to it. And that&#8217;s a complex task. Above all, you have to know what models can and can&#8217;t do. Let&#8217;s say [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2010/01/how-to-use-predictive-models/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Hosted vs. In-House Marketing Databases</title>
		<link>http://www.dsadirect.com/blog/2009/12/hosted-vs-in-house-marketing-databases/</link>
		<comments>http://www.dsadirect.com/blog/2009/12/hosted-vs-in-house-marketing-databases/#comments</comments>
		<pubDate>Tue, 08 Dec 2009 05:01:40 +0000</pubDate>
		<dc:creator>DSA</dc:creator>
				<category><![CDATA[Marketing Databases & Systems]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=15</guid>
		<description><![CDATA[At the DMA conference, the long standing debate over hosted (service bureau) vs. in-house marketing databases will continue.  In our experience, there is no one right answer.  Each organization must consider the issues of costs, speed, development, equipment and specialty software. Which is cheaper? Some claim outside service bureaus. There is the age-old argument of [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2009/12/hosted-vs-in-house-marketing-databases/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Build A CRM Database</title>
		<link>http://www.dsadirect.com/blog/2009/11/build-a-crm-database/</link>
		<comments>http://www.dsadirect.com/blog/2009/11/build-a-crm-database/#comments</comments>
		<pubDate>Thu, 19 Nov 2009 22:36:20 +0000</pubDate>
		<dc:creator>David Shepard</dc:creator>
				<category><![CDATA[Marketing Databases & Systems]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=8</guid>
		<description><![CDATA[Does this sound familiar? You work for a retailer with a large catalog and Internet business. Your bosses figure out that not all customers are the same when it comes to brand loyalty, and that their purchase behaviors reflect this disparity. They decide to divide the buyers into manageable clusters. Then they hire a market [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2009/11/build-a-crm-database/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>You Know What You Do But Do You Know Why You Do It?</title>
		<link>http://www.dsadirect.com/blog/2009/10/you-know-what-you-do-but-do-you-know-why-you-do-it/</link>
		<comments>http://www.dsadirect.com/blog/2009/10/you-know-what-you-do-but-do-you-know-why-you-do-it/#comments</comments>
		<pubDate>Tue, 06 Oct 2009 22:38:11 +0000</pubDate>
		<dc:creator>David Shepard</dc:creator>
				<category><![CDATA[Marketing Strategy & Practices]]></category>

		<guid isPermaLink="false">http://www.dsadirect.com/blog/?p=9</guid>
		<description><![CDATA[About two hours into our first meeting with a potential client we got around to asking The Big Question: what do you do when you get a new customer? And, the possible answers we were expecting to hear were: (1)  We add new customers to the file and send them the same stuff we send [...]]]></description>
		<wfw:commentRss>http://www.dsadirect.com/blog/2009/10/you-know-what-you-do-but-do-you-know-why-you-do-it/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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