DATABASE SCREAMS!
The DMSI e-NEWSLETTER... Rants and raves from the database pros at DMSI.

In This Issue:

Dear Friends,

The end of the year presents an opportunity to reflect on accomplishments - both our own and our valued clients. 2004 has been a rewarding year for DMSI, and we hope for you, too. Read below for good news on how our WiseGuys Marketing Software is enabling CSI, Springfield VA, the ability to provide database marketing services for their customers. We are also proud to now offer extended interface capabilities between WiseGuys and several off-the-shelf software packages. This issue also presents an article on Eyeball Data Mining, confirming what many of you have suspected - seeing is believing.

Finally, we would like to highlight an excellent charity organization in the DC metropolitan area, and ask for your generosity in this season of giving. The Good Knight Child Empowerment Network teaches our youngest citizens how to recognize suspicious behavior and avoid becoming victims of violence or abuse. See below how your contribution can help.

Wishing you the best in the coming Holiday Season.

Bruce Gregoire,
President and founder,
Desktop Marketing Solutions, Inc (DMSI)

Adjunct Professor, Marketing Information Systems
Johns Hopkins University Graduate School

CSI to provide Database Marketing services, powered by WiseGuys!
Springfield VA based CSI, which provides integrated in-house mailing, data and document production services in the direct marketing industry, has introduced new database marketing services for its clients. These services, known in the industry as RFM Analysis and Customer Lifetime Value analysis, will provide significantly enhanced marketing analysis capabilities for CSI customers who require precise targeting of their direct marketing mailings. The services are built around the WiseGuys software application developed by DMSI. WiseGuys has gained national recognition for its advanced capabilities in targeting customer segments for direct mail campaigns. Through enhanced targeting, clients can save significant mailing expense by selecting only those customers who are most likely to respond to a promotion.

For more information, contact Mike Thornsbury at CSI: (703) 912-6001

Learn More: For more information, contact Mike Thornsbury at CSI: (703) 912-6001
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WiseGuys extends Interface capabilities with 5 software packages
DMSI is proud to announce that our WiseGuys Marketing Software can now interface with 5 popular software packages:

1. MAS90 Accounting software(new in Sept, 2004)
   
   Recommended by more CPAs than any other business management application in its class, MAS 90 offers a broad selection of feature-rich solutions, including core accounting and CRM.
   
   As described above, the WiseGuys installation is part of a new Database Marketing initiative for clients of CSI in Springfield, VA.
   
   
2. Activant POS software (new in Nov, 2004)
   Activant's business management software provides powerful tools at point-of-sale checkout for independent retailers.
   The WiseGuys interface has been implemented at McDonald Garden Center in Hampton VA.
   
   
3. Natural Order (coming in Dec, 2004)
   Natural Order is a leading catalog management system from Natural Solutions of Indianapolis, IN. Natural Order facilitates multi-channel marketing for both B-B and B-C environments.
   The WiseGuys interface will be developed as part of a new installation at Sales Service/America, a catalog division of the United Way of America in Alexandria, VA.
   Previously, WiseGuys created interfaces with two leading catalog software applications:
   
   
4. Mail Order Manager (MOM):
   MOM is the market leader in catalog management software, with more than 5,000 installations. MOM's claim to fame is it's ease of use.
   WiseGuys has interfaced with MOM since Dec., 2003 to provide complete Database Marketing capabilities for multiple clients.
   
   
5. Ecometry
   Ecometry offers a fully integrated, real-time operational solution that seamlessly automates all front and back end functions of a growing business. With over 300 installations, Ecometry has provided software solutions to direct commerce businesses for over 10 years.
   WiseGuys has interfaced with Ecometry since Sept, 2004, to extend its marketing functionality.

Learn More: Find out how WiseGuys can enhance your own marketing database in the WiseGuys FAQ. [PDF]
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Eyeball Data Mining Or "Who you gonna believe: your own eyes, or me?"
The famous quote above from Groucho Marx illustrates a central point that I continue to make with students and clients. The point is this: To ensure a complete understanding of your marketing database, you need to routinely browse your customer data files.

I was reminded of this when I recently attended a database marketing seminar, and the topic turned to sophisticated, expensive data mining software. After some discussion, it was generally agreed that simply browsing customer data - without using advanced statistical approaches - had significant "data mining" value for marketers as well. While the Real Estate industry emphasizes location, location, location; in data mining, it is patterns, patterns, patterns. Here are some of the patterns that can be revealed with "Eyeball Data Mining."

1. Data hygiene patterns: These include blank fields, inaccuracies, duplicate records, incomplete data entry, missing data, outdated information. A pattern that may emerge is that a specific source (e.g. a few untrained data entry operators, or one suspicious prospect list) contribute more than their share of problems. Keep in mind that bad data has been cited frequently as the single largest cause of CRM database failures.
   
   
2. Ordering patterns: Every business model will have a different ordering pattern driven by their customers. The most common, of course, is seasonal spending. But other patterns may be visible. One of our DMSI clients - ESI International - sells management training programs to middle managers, and offers certification after seven classes. We observed that if a customer can be motivated to register for their second training class, they will "get in a groove" and likely order the remaining five classes.
   
   
3. Geographical patterns: In consumer marketing, of course, this variable is paramount. Again, in browsing a database, we witnessed that a high frequency of single consumers were located along a specific traffic corridor. This may not have been obvious to a statistical program, but it was obvious to the naked eye. And of course, the client's promotional targeting was adjusted appropriately.

Learn More: Check out the merits of "Eyeball Data Mining" in building a customer database.
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Holiday Appeal for a good cause: Protecting our Children
The Good Knight Child Empowerment Network program is looking for sponsors to provide its "Knights Before Christmas" Program to a family shelter, and offer an empowering violence prevention program, as well as provide gifts to the families attending.

The Good Knight program uses a multicultural knighthood theme to demonstrate the ten basic deceptions used to victimize children, and goes one step further by inspiring youth to become protectors of their peers by teaching others what they have learned. These "Knight's Champions" build their self-esteem, and incorporate community service, character development and crime prevention information to help protect others in their communities. The job of the Good Knight organization, with your help, is to empower children everywhere so they are no longer vulnerable to any act of crime or violence.

Please find it in your heart to sponsor a program this holiday season for families that might not otherwise have such an important opportunity. Sponsorship for a 2 hour program for 50 to 200 people is $575 and includes enough educational materials for 50 (videos and activity books). The Network has also recently re-opened its Castle doors after two years of renovations. Adventure quests, Lord of the Rings Leadership Programs and many other programs are now being offered to families and community groups.

How Desktop Marketing Solutions, Inc. can help you!
DMSI is a full-service resource for database marketing software, programming, installation and applications. Whether you're considering a new software system or just need help assessing your current one, DMSI can help. The staff at DMSI offer the rare combination of database know-how and direct marketing expertise. Our niche is small to mid-size organizations who need the power of advanced database techniques to grow their business. We provide software product installation and customization for "best of breed" marketing database and CRM packages.

And now, pick up the phone! One call gets you 15 minutes of Free Database Advice
Step 1: Call DMSI offices anytime at (703) 941-8109
Step 2: "Ask the Experts" at DMSI - give us your toughest database question.
Step 3: No charge - no obligation. 15 minutes may be all the help you need to start solving your marketing database problem.
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Joanna Napolitano, Natural Wellness

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