News

Written by Heather Fletcher, senior editor; featured on Target Marketing's Website.

Tracking data from direct marketing interactions with its more than 160,000 yearly customers, the first solid trends became evident in early 2008. Now, Mei Fulton, Elderhostel's director of customer relationship management, says the organization that manages more than 400 multichannel campaigns a year is seeing a 20 percent lift in profit per contact. While pleased with the results, she cautions other marketers that "you can't expect [an] overnight benefit."

Still, says Charlotte, N.C.-based Quaero, a CSG Systems solution and the company Elderhostel chose to create and host the data mart, there are more direct marketers who are taking a longer-term view toward improving their direct marketing strategies. Requests for data marts and marketing dashboard-type reports are on the uptick.

To view the story in its entirety, visit Target Marketing's Website. To read the Elderhostel case study, click here.