Simply Unpredictable

Posted by David Heitman on 2/27/17 1:53 PM

“It's tough to make predictions, especially about the future.” 

--Yogi Berra

If the last year or so has taught us anything, it’s that the world is unpredictable. Whether played out on the stage of politics, world events, or popular culture, the future just ain’t what it used to be.

That shouldn’t be too surprising. Technology is accelerating at an exponential rate, and many facets of personal and public life are being swept up in its vortex.

When it comes to business, this can be a tremendous challenge. That’s because success in business is often based on being able to predict enough of the future to make wise investments that will capitalize on coming opportunites.

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Topics: data analytics, data-driven, data, cooperative database

Introducing CLEAR Advantage™

Posted by Mark Kinney on 1/17/17 9:00 AM

If you know one thing about Wiland, it’s that we are always pushing ourselves to produce better results for our clients. That unwavering commitment explains our continued double-digit growth and our increasing market share in the industries we serve. The bottom line is that our acquisition and optimization solutions work amazingly well.

But we are never satisfied.

So once again we’ve pushed ourselves to beat our own industry-best solutions. This time, it involves the launch of a major new audience modeling platform called CLEAR™. It is the result of three years of extensive R&D, testing, and validation. The first product to deploy from the CLEAR™ platform is CLEAR Advantage™, a response modeling solution that produces very large numbers of high-value responders that other solutions can miss.

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Topics: data-driven, data, cooperative database

From Direct to Data-Driven: The New Face of Marketing

Posted by Gigi Peccolo on 10/27/16 9:55 AM

Direct marketing has always been data-driven. However, the term “direct marketing” has been used less in recent years, with marketers opting for “data-driven marketing.” Marketers use data and analysis in every part of the marketing process, from top-of-funnel prospecting to closed-loop campaign performance measurement.

In response to this language change, the DMA—formerly known as the Direct Marketing Association—is adopting a new name. At last week’s annual DMA &Then conference in Los Angeles, the industry association announced it would now be called the “Data & Marketing Association.”

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Topics: direct marketing, data-driven, data

Automotive Market Expert Mike Gingell Joins Wiland

Posted by Wiland Editorial Team on 9/22/16 3:49 PM

We’re excited to announce that automotive industry veteran Mike Gingell has joined Wiland to lead our automotive solutions team.

Gingell will serve as the SVP of automotive
services, and comes to us with 20-plus years of experience in automotive market analysis, data acquisition,product management, and sales. Based in Detroit, Gingell will act as Wiland's primary point of contact with marketing and business intelligence leaders in the automobile industry.

"Wiland’s sustained growth is testimony to its ability to help companies identify, engage, and cultivate new buyers while optimizing relationships with existing customers,” Mike recently stated. “Our entry into this market brings these same opportunities to the nation's leading automotive brands."

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Topics: data-driven, automotive

The Importance of Email in Political Fundraising

Posted by Brian Oakes on 9/21/16 1:56 PM

Wiland has long provided effective fundraising solutions
to political organizations and candidate campaigns. We have consistently produced superior results for our clients in the direct mail channel.

But digital channels are increasingly important in political fundraising. That’s why we’re excited to announce our Email Solutions for Political Fundraisers. It uses sophisticated audience data analysis to accurately target potential donors.

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Topics: data-driven, political, fundraising, email

Phil Wiland Named Silver Apple Award Honoree

Posted by Mark Kinney on 9/9/16 10:12 AM

We had some exciting news here at Wiland this week: Our President and Chairman Phil Wiland was awarded the prestigious Silver Apple Award by the Direct Marketing Club of New York (DMCNY).

The award honors individuals who have made outstanding contributions to the growth and practice of direct, digital and data-driven marketing during a career spanning at least 25 years. The award also recognizes innovators who excel in leadership and giving back to the community.

That certainly describes Phil, with his storied career and outstanding accomplishments. He has been one of the great pioneers in direct marketing technology, going back to his first company in the 1970s.

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Topics: direct marketing

Data vs. Intuition: The Other Superhero Battle

Posted by David Heitman on 8/22/16 1:27 PM

Every summer, Hollywood releases a glut of comic book movies, pitting our favorite do-gooders against encroaching evil forces. While Suicide Squad recently toyed with this trend, pushing supervillains into the role of city saviors, it still reached the climax of most summer blockbusters: a group of supermen facing off against a faceless, never-ending horde of evildoers.

But two recent comic book movies (Batman v Superman: Dawn of Justice and Captain America: Civil War) avoided this trope, opting instead for an intriguing storyline of good vs. good. It made me wonder: how can such noble defenders of justice be at odds with one another?

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Topics: marketing intelligence, data-driven, data

How Agencies Can Leverage Marketing Intelligence

Posted by Brent Eskew on 8/8/16 2:25 PM

Advertising and brand agencies are faced with the perennial task of helping their clients find new, high-value customers while maintaining the repeat business of current customers. Fortunately, agencies don’t have to go it alone.

Marketing intelligence providers like Wiland can help them make data-driven decisions that fuel a broad range of initiatives, from big-picture marketing strategy to individual promotions, and everything in between. Thus equipped, agencies can identify and reach the most responsive audiences possible for every client they serve.

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Topics: marketing intelligence, data-driven, digital advertising, data, agencies

5 Questions You Should Ask Your Data Provider

Posted by Wiland Editorial Team on 8/4/16 2:00 PM

As a direct marketer, you’ve probably worked with a variety of audience data providers: list brokers, co-ops, list exchange partners, etc. Each of their approaches to providing names and prospects differs, but one issue remains the same: the quality of the data.

But what constitutes great data, and how can you be sure you’re getting the information you need to find the audience most likely to respond to your offer?

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Topics: data analytics, direct marketing, data-driven, data

The Government’s Role in Online Advertising Privacy

Posted by Todd Schulte on 7/28/16 10:00 AM

On June 14, 1999, the first big internet privacy storm began. DoubleClick announced to the world its plan to combine consumer information collected online with personally identifiable information (PII) through its acquisition of Abacus Direct.

The government responded swiftly: by February of the next year, the Federal Trade Commission (FTC) had opened an investigation into DoubleClick's privacy practices. Although the ad network quickly reversed its position, the investigation ignited a firestorm of scrutiny from consumer advocates, media, and legislators regarding data collection practices on the Web.

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Topics: privacy, online, digital advertising, data