November 10, 2013 News: DMSI announces WiseGuys Interface with Google Analytics
DMSI announced today that our flagship application has taken giant steps toward solving the riddle of multi-channel attribution. WiseGuys, an award-winning marketing analytics application, can now incorporate Google Analytics data feeds into its Matchback reporting, and deliver more precise ROI metrics. Until now, WiseGuys has been limited to matching customer orders against either catalog or pay-per-click promotional campaigns. By adding Google Analytics, WiseGuys can now provide a 3rd component in the pursuit of knowing "what works" in data-driven marketing. As any seasoned marketer knows, the challenge in today's fast paced environment is an extreme version of what was posed by John Wanamaker in the last century: "Half of all advertising is wasted - I just don't know which half"
Since 2003, WiseGuys continues to drive response and deliver ROI by answering "what works" in your marketing initiatives.
For more information on this exciting new approach, contact DMSI offices at (703)941-8109.
June 10, 2013 News: DMSI releases MOM Interceptor utility program
DMSI announced today the release of a deduping utility add-on program for MultiChannel Order Manager. The program - MOM Interceptor - is a new, powerful, standalone utility within our proprietary WiseGuys Marketing program. Interceptor compares and displays duplicate customer records in your MOM import files (before they are imported into MOM). The superior value of Interceptor is threefold:
- Data hygiene: Avoid customer record duplication in your MOM database.
- Intercept: Update customer addresses already on file in MOM.
- Customer visibility: Review the data quality of new customer records before import.
How does Interceptor work?
Interceptor grabs the output file from your shopping cart (CV3 or SiteLink). It then uses de-duping algorithms to compare customer name/addresses in your file with MOM.
Seeing is believing. Algorithms are great but your own eyes are better at detecting dupes. So what Interceptor does is display suspected dupes side-by-side with customers already on file. Then you confirm - dupe or no dupe – and, if confirmed, Interceptor assigns the MOM custnum to each matched record. You can then import the resulting table into MOM with confidence - and save yourself a lot of headaches later.
FoxPro users: $495 perpetual license (incl. 1 year maintenance)
SQL users: $695 perpetual license (incl. 1 year maintenance)
Early Adopter offer:
The first 5 buyers of MOM Interceptor - prior to Sept 1, 2013 - will receive the following:
- A 90 day free trial of WiseGuys – our award-winning marketing software. See how the data mining features of WiseGuys can "find gold" in your MOM customer data.
- 4 hours of Database Marketing Consulting services from Bruce Gregoire, DMSI. Mr. Gregoire is a veteran in Data-Driven Marketing, and teaches CRM in the graduate marketing program at Johns Hopkins Univ.
- 1 copy of "Strategic Database Marketing", by Arthur Hughes. This text will help you become a genius at elevating your marketing game.
Stop creating havoc with your MOM database – order Interceptor today!
Sept 16, 2012 News: WiseGuys welcomes EC Outdoors
DMSI announced today that EC Outdoors, a leading eCommerce retailer
of outdoor products to consumers worldwide, will be installing the
WiseGuys Marketing application at their offices in Egg Harbor, NJ.
EC Outdoors began in 1997, and now features four online stores, including
TackleDirect.com, the World's Premier Fishing Outfitter. Currently they are ranked
566 based on online sales by Internet Retailer® magazine.
EC Outdoors plans on using WiseGuys to for better targeting in their email and
postal campaigns, as well as stronger customer tracking. The WiseGuys RFM and lifetime
value analysis features are expected to provide in-depth analysis of EC Outdoors
customer behavior, to generate future growth.
Oct 13, 2011 News: DMSI and Dydacomp announce new strategic relationship (PDF)
Dydacomp and Desktop Marketing Solutions Inc.
Establish New Strategic Relationship with the Release of
Multichannel Order Manager, Version 8
Independent solution provider offers key services to
M.O.M. users including data conversion, deduping,
shopping cart integration, report writing and
October 13, 2011 (Totowa, NJ
and Falls Church, VA) —
Dydacomp and Desktop Marketing Solutions Inc. (DMSI)
today announced that the companies have established a
new strategic relationship as part of the launch of
Multichannel Order Manager (M.O.M.), Version 8. The
latest version of M.O.M. incorporates an open
Application Programming Interface (API) that enables
online and cross-channel merchants to utilize any third
party ecommerce platform to meet their business needs.
DMSI can help them take advantage of the API and has
been supporting M.O.M. users since 1999, helping more
than 100 e-retailers and catalogers get started with
Dydacomp's software, configure it with their business
model, and use it effectively for marketing, order
processing and fulfillment.
"Many of the
companies we work with have more than 25,000 customers
and may be marketing via the Internet, catalogs and
retail stores. For them, M.O.M. provides an excellent
way to integrate order entry and fulfillment across
channels," said Bruce Gregoire, President of Desktop
Marketing Solutions Inc. "We believe in the software,
have had excellent experiences with it in the past, and
look forward to leveraging the API and new tools Dydacomp has made available to its customer and
independent consultants who support them."
addition to M.O.M. services and support, DMSI also
integrates its own software with the M.O.M. framework.
WiseGuys CRM provides data mining tools that help
merchants send the right message to the right people at
the right time. The integration with M.O.M. provides:
- Advanced customer deduping and householding
- Highly specialized RFM analysis (Recency, Frequency,
Monetary Value) to target customer mailings for higher
- Matchback Response Analysis to allow marketers to see
the ROI on each segment of their mailings
- Lifetime Value Analysis to measure the success of
customer retention initiatives
- Market Basket Analysis to deliver cross-sell
- Landing Page Optimization to show which web page a
Google keyword should be directed to
very excited to introduce DMSI to our clients as part of
the M.O.M. Version 8 and API launch," said Rob Coon,
Senior Vice President for Dydacomp. "Their experience
supporting the M.O.M. community independently for over a
decade is a great foundation to quickly build on with
M.O.M. V8 and the API. We are looking forward to working
with our mutual customers as they implement Dydacomp's
solutions to gain new revenue opportunities and overall
cross platform efficiencies."
merchants who are interested in getting help with M.O.M.
can learn more about the services DMSI provides, and
download free database marketing tips, at
Dydacomp solves the business automation and order
management needs of eCommerce, catalog, DRTV, and
traditional point-of-sale businesses worldwide. Since
1986, nearly 10,000 companies have relied on the
Multichannel Order Manager (M.O.M.) solution to
streamline processes, increase efficiencies and boost
revenue in areas such as inventory control, order entry,
customer maintenance, credit card processing, list
fulfillment, shipping and more. Through its open API,
M.O.M. connects to virtually any eCommerce platform as
well as SiteLINK®, the company's cloud-hosted eCommerce
solution. With M.O.M. and SiteLINK, SMB clients manage
over a million online shoppers daily, nearly ten million
in gross merchandise sales every day, and optimize over
$4 billion in inventory. Dydacomp's solutions provide
them with the keys to drive business growth. For more
About Desktop Marketing
Solutions, Inc. (DMSI)
Desktop Marketing Solutions
is a full-service resource for database marketing
software, programming, installation and applications.
Offering a rare combination of experience in both direct
marketing and database technology, with a special
emphasis in catalog retailing, DMSI bridges the gap
between marketing and databases for its clients. In
2006, DMSI's flagship product, WiseGuys, received the
National Center for Database (NCDM) Excellence Award,
joining the ranks of companies like Dell and SAS.
Desktop Marketing Solutions is headquartered in Falls
Church, VA and maintains a website at
Brands and products referenced herein are the trademarks
or registered trademarks of their respective holders.
Director of Marketing
800.858.3666 ext. 224
Desktop Marketing Solutions, Inc.
July 21, 2011: DMIS releases Trigger Marketing upgrade to WiseGuys
DMSI announced today that it's WiseGuys CRM application now includes a Trigger Marketing module.
With a belief that "timing is everything", this module analyzes the buying cycle of individual
customer purchases, and triggers the right message at the right time to each customer on file.
The superior value of this approach is to prevent lapsed customers. Knowing the last purchase
date, WiseGuys can intercede to trigger a timely and appropriate marketing message to each customer.
Certainly there is no greater ROI for marketers than to prevent lapsed customers,
and maintain high customer retention rates. The ability of WiseGuys CRM to capture and
process granular purchase data, at the item level, has fostered the development of this
module. Knowing the buying cycle of each customer, WiseGuys Trigger Marketing can
prompt a marketer to develop a retention message at just the right time. Later, if
the customer has lapsed, a re-activation message can be generated as well. This approach
is highly beneficial to industries that sell "consumable" products – and want
to be alerted if a customer is about to churn.
January 4, 2011: DMSI to sponsor MOM workshop in Chicago.
Background: As you may know, this year’s Commerce V3
User Conference is scheduled for Feb.28 -March 2nd in Chicago. Desktop
Marketing Solutions (DMSI) has joined forces with the CommerceV3 folks to offer
a pre-conference marketing session on Sun. Feb 27th. Our DMSI session –
“Squeezing Sales out of MOM” will explain how MOM users can get the most out of
their customer data – for fun and profit! In 2011, don’t be a “DRIP” (Data Rich
and Information Poor)
Date/Time: Sun. Feb. 27 from 3:00-6:00 PM
Location: Hyatt Regency O’Hare
(same facility as Commerce V3 conference)
This MOM workshop is for you if...
- You have 50,000 or more customers in your MOM
database – and you want to understand your customers
- You want to deliver just the right offer, at
just the right time, to just the right audience.
- Your customer loyalty is suffering: you want to
retain more customers.
- You want to analyze the ROI from your mailing
Here is what you will learn...
- Using RFM in MOM: how it can help target your
- eMail blasting: How to know if you are really
generating incremental sales.
- Marketing messages: Using MOM data to be
relevant to your customers.
- Measuring multi-channel ROI: How to sort out
catalog versus email response.
- The “MOM Magic Query” - the single most valuable
metric from your MOM data. We guarantee that use of
this query will more than pay for your trip to
- Other topics, by popular request:
Love me two times: How to boost your customer
b. Product Recommendations:
Amazon made it famous! How to create cross sell
opportunities from your MOM data.
Meet users of our MOM compatible WiseGuys
Marketing Software – and see what is new in 2011.
More info about WiseGuys available at
Reservations: limited space is available - to sign up
for “Squeezing Sales” (or for further details), simply
email your contact info to Bruce G. at
July, 2010: DMSI announces upgrade to WiseGuys CRM.
DMSI has recently re-launched it’s award winning WiseGuys CRM application on a SQL platform. As in the past, WiseGuys CRM helps small to mid-sized businesses send marketing communications automatically to customers when they are likely to buy, with offers targeted specifically to them. With the upgraded SQL platform, WiseGuys
CRM can accommodate 1 million customers, plus provide integration with other
June 2010: DMSI develops Buying Cycle feature for WiseGuys CRM
DMSI has recently installed a Buying Cycle algorithm, as part of a retention project for a WiseGuys CRM client. By analyzing the length of buying cycles by product class, the client can answer the question “at what point should I consider a customer as lapsed”. By establishing when a customer’s buying cycle is about to pass, marketing staff can intervene with just the right promotion to get that elusive second order – and succeed in keeping the customer active.
March 2009: WiseGuys™ upgrade includes Transactional Emails
DMSI has announced that WiseGuys Marketing Software
now includes transactional email capability, in HTML
format. As part of an order confirmation
process, WiseGuys employs cross-sell messages (ala the
Amazon model). The most familiar is "Thank you for
purchasing product A. People who buy A also buy B –
please click here to order B".
Several email experts, including MarketingSherpa, confirm that "transactional email
is more likely to be opened and acted upon". Early results at WiseGuys client
installations show exceedingly high Response Rates: from 5-30% response in some cases.
This functionality supports the concept of "1 to 1 Marketing", popularized in the seminal in
the mid 90's by Martha Rogers and Don Peppers. The approach is particularly effective because
it speaks to the individual needs of each buyer – who has already qualified themselves by virtue of their recent purchase. Small batches of emails can be launched from WiseGuys daily or weekly to recent buyers. This small, targeted approach complements another mass email functionality already available in WiseGuys. This is the interface with YesMail, announced in Sept. 2008.
2008: WiseGuys say Yes! to YesmailTM
In the world of broadcast email, a few major players have emerged
with industrial strength solutions for multi-channel marketers.
Yesmail is an award winning leader in this group, and DMSI is
happy to announce that WiseGuys and Yesmail are now integrated
to further your email marketing capabilities.
Yesmail has been cited by Forrester Research as one of top 2
vendors in the "Leader Category", based on surveys
of major providers. The WiseGuys – Yesmail integration
works as follows:
Step 1 - Pre-processing: WiseGuys performs
ETL (extract-transfer-load) from your source database, performs
RFM analysis, Market Basket analysis, and creates an export
file for Yesmail.
Step 2 - Yesmail launch: Prior to launch,
Yesmail loads the export file from WiseGuys. Then, using the
Yesmail user interface, marketing staff can select the audience
and message to be sent. In the future, the Yesmail interface
will be further refined to send Amazon-style email messages.
The most familiar is "thank you for purchasing product
A. People who buy A also buy B – please click here to
May 2007: WiseGuysTM Interface with AccuZipTM Completed.
DMSI staff has recently completed a new interface for WiseGuys - our
award winning marketing software. This enhancement allows WiseGuys to
link with AccuZip, a popular desktop tool for NCOA and customer address
hygiene. With the coming postal increases, this feature will be
invaluable for mailers. More info at AccuZip
Here is what Jim Moore, a catalog veteran, has to say about the WiseGuys - AccuZip solution:
"We are now able to update our WiseGuys
customer data with just a few click strokes. And, with both
applications on our desktop, we can run our data cleanup every week.
The simplicity of this solution is hard to beat"
March 2007: DMSI addresses USPS National Sales Reps
In Feb. and March, 2007, the US Postal Service Leadership Development
Center sponsored a 2 week seminar on Database Marketing, with Bruce
Gregoire, President of DMSI, as one of it's featured speakers. Mr.
Gregoire led 3 seminars on the Fundamentals of Database Marketing, as
part of an intensive 2 week program.
If your organization needs any type of instructive seminar on the topic of Database Marketing, be sure to contact DMSI.
December 12, 2006: WiseGuys Software Wins 2006 NCDM Excellence Award
Falls Church, VA
Desktop Marketing Solutions today announced that its WiseGuys software, in conjunction with clients RAPIDS
Wholesale and Porters Camera, has been named recipient of the prestigious bronze award in the Analytics and
Modeling Applications category of the 2006 National Center for Database Marketing (NCDM) Database Excellence Awards.
Presented jointly by DIRECT Magazine and The Direct Marketing
Association, the Database Excellence Awards honor
organizations that have demonstrated ingenuity and creativity in
leveraging marketing databases, achievement of dramatic, measurable
results by applying statistical techniques, leveraging systems
capabilities or re-organizing to become more customer-focused.
"We are flattered not only by the fact that we join the ranks of illustrious award recipients like AOL
and Dell, but because of the recognition the award represents about the value WiseGuys brings to RAPIDS Wholesale
and Porters Camera and other clients," said Bruce Gregoire, president of Desktop Marketing Solutions, Inc.
"This is a powerful testament to our mission of providing companies with the ability to increase sales and
reduce mailing expenses via a low priced, low tech solution."
The award, presented December 12 at a ceremony during the annual
conference in Orlando, FL is the result of a rigorous judging process
that requires careful study of entries representing a variety of
industries from the United States and other countries.
May 19, 2006: DMSI has announced that it's flagship application - WiseGuys
Marketing Software - now integrates with MS Dynamics NAV. The addition of MS
Dynamics - part of MS CRM Business Solutions - to the WiseGuys solution
provides full CRM Database Marketing functionality for direct marketers.
WiseGuys is able to link to all customer and order history from MS Dynamics,
and perform the following:
- (RFM Recency, Frequency, Monetary Value) analysis.
- Customer Lifetime Value analysis.
- Market Basket analysis.
- Customer deduping and householding.
(703) 941-8109 for details, or download
March 2006: WiseGuys(TM) featured in Catalog Success magazine
DMSI's flagship application - WiseGuys(TM) Marketing Software - is
featured again in an industry publication. The latest coverage in the
March 2006 issue of Catalog Success magazine follows previous
flattering pieces, and has confirmed WiseGuys(TM) as the smart choice
in database marketing software.
In a Special Report "Eight Lessons You Can Learn From a Matchback",
Catalog Success discusses the fine points of Response Analysis. It
closes with the following:
"Matchback tools also can be added to your existing order
management software. These programs offer immediate matchback
capabilities by integrating mailing data and order information into a
single database. When orders are received, they're automatically
matched to a mailed record. Two examples of these software solutions
are the Media Matchback Module, which runs in Response Direct Commerce
Software by CoLinear Systems, and the Matchback Response Analysis
feature of WiseGuys by Desktop Marketing Solutions. The latter links to
several standard order management software programs."
>> Click here to see the entire Catalog Success article.
Click here to see more reviews of WiseGuysTM
(in Catalog Age, 2004 and Inside Direct Mail, 2005)
Feb. 27, 2006: Rings & Things Chooses WiseGuys
Rings & Things, Spokane WA, one of the largest wholesale suppliers
of decorative beads and jewelry supplies in the U.S., has chosen
WiseGuys for their database marketing software application. WiseGuys
will integrate with MAS90 to provide RFM, Lifetime Value, and Product
Pair CrossSell processing.
Sept 22, 2005: DMSI to teach "Fundamentals of Database Marketing
The Direct Marketing Assoc. of Washington (DMAW) has once again
enlisted Bruce Gregoire, DMSI to lead an all-day seminar on
"Fundamentals of Database Marketing", on Wednesday, November 9, 2006.
This course, to be held at the UVA Tech Center in Falls Church, VA,
is designed for both entry level and experienced direct marketing
professionals who want added exposure to the art and science of
Database Marketing. A great deal of the material for this course is
abstracted from Arthur Hughes' popular text "Strategic Database
Marketing", used by Mr. Gregoire for his graduate marketing class at
Johns Hopkins University.
New database topics! The course (formerly known as RFM Boot Camp) has been expanded to include new material for marketers.
1. More database terminology: learn some of the industry jargon,
so you can actually communicate with your tech staff (what a concept!).
2. Introduction to CRM: hear from Martha Rogers about Customer Relationship Management.
3. New marketing technologies: learn how to employ Google adwords, Constant Contact, and more.
And as before, you will use Microsoft Access to manipulate a sample marketing database in a hands-on environment.
Who would benefit from this course? Marketing analysts, circulation
planners, direct marketers, fundraising professionals, and marketing
management who want a basic understanding of how to use a marketing
From a recent student: "Mr. Gregoire is obviously very passionate about his field and I truly enjoyed his class and got a lot out of it."
Click on the Calendar of Events tab at DMAW
Sept 28, 2005: Access Rules: The best solution for low-tech marketing database processing.
Choosing a market database software application is all about four important criteria:
- User friendliness
- Processing power
Since the mid-1990's, the popular choices in the desktop world have
been Filemaker Pro, Alpha Five, Visual FoxPro and Microsoft Access. In
our minds, the clear cut winner is Microsoft Access. Here is how we see
these products stack up side-by-side (you may strongly disagree, and if
so please let us know with your own rankings).
- User friendliness: Alpha Five and Filemaker Pro
are very easy to use - and lead in this category. They have loyal
users, who - like Mac users - will defend their solution to death. But
ultimately they are compromised in the compatibility and processing
categories. Training availability is also an issue. Since MS Access
outsells other products by at least 100 to 1, it has more commercial
training programs available (one of the best we've found is at
- Scalability: (handling large files): Visual
FoxPro and MS Access both have database size limits of 2 gigabytes. But
MS Access uses linkages to spread out data tables among multiple
databases to overcome this obstacle. A colleague of mine relates his
experience with a billion dollar fund raising organization, that runs
their entire enterprise on a linked MS database structure. DMSI's own
WiseGuys program is also Access-based, and can handle 3 million
customer and transaction records. The last point about scalability is
perhaps the most important - Access can link to SQL Server tables. For
larger enterprise solutions, this is a minimum requirement.
- Compatibility: Nearly all desktop software
is designed for Windows compatibility since MS Windows is the default
operating system for most businesses. As part of the Microsoft Office
suite, Access has superior compatibility with Excel, SQL Server, and
web based applications.
- Processing power: Marketing database
activities require sophisticated queries. Our experience with MS Access
is that the many built-in functions and tools will handle the most
arcane queries you can conjure up. But it is a bit of a memory hog.
Count on spending extra funds on your desktop (specifically memory) if
you have a large database and want speedy processing.
July 21, 2005: The WiseGuys(TM) CrossSell module - beats Amazon side-by-side!
Our popular WiseGuys Marketing Software has now released a CrossSell
module - to boost your cross-selling capability both over the phone and
over the web. The current version performs specialized analysis using
product purchase information, sometimes known as Market Basket Analysis
(MBA). You can also think of MBA as "Marketing By Amazon" - since they
made it famous. Just like Amazon, it displays a recommended product
pair, based on the current product purchase. For example, if a customer
buys a baseball bat, what is the most likely other product he/she will
purchase (a glove or a ball?). What it means to WiseGuys users is
improved cross-selling, higher average order size (and a better bottom
Beats Amazon: WiseGuys CrossSell goes further than Amazon in its
analysis. A user can define the "purchasing window" within which a
cross-sell opportunity can be counted (e.g. within 7 days). For
instance, any bat-ball combination purchased within 7 days of each
other is considered a successful cross-sell event. Additionally, the
product pair results can filter out database "noise level" (such as
gift purchases) using any of the following parameters:
- Individual SKU
- Product class - e.g. filter consumable items
- Sales Territory
- Source code
From Strategic to Tactical: The current version of CrossSell
displays product pair combinations with high correlation. If you are a
MOM user, DMSI staff can take this display and populate your cross sell
tables in MOM. This will allow a pop-up screen to display the cross
sell product during order entry.
In a future version, CrossSell will automatically create a list of
all customers that have ordered the proverbial bat but not yet ordered
the ball - and fire off an email asking for the sale.
A gentle reminder for your web shoppers: The CrossSell strategy
follows the fundamental marketing concept that it is far easier to sell
an additional item to an existing customer, than it is to sell to a new
prospect. So if your web shopping cart can display cross sell products
(just like Amazon), this approach is invaluable as a gentle reminder to
web shoppers when they already have their credit card out. A gentle
reminder could take the form "Did you know that 90% of our bat
purchasers also buy our softball? Click here to add this item"
High capacity: WiseGuys CrossSell has been thoroughly tested with
50,000 SKUs - that is 2.5 billion product pair combinations!
Call DMSI offices at (703)
941-8109 and ask for a free demo. Better
yet, if you are a user of Mail Order Manager, take advantage
of our special offer: Request a demo before
Sept 1st, and we will compute your top three product pairs,
July 25, 2005: Introducing a MOM Dashboard: Real-time Executive level reports are just a click away.
DMSI recently discovered Gold! A visit to one of our clients revealed a
"Dashboard style" display unlike we have ever seen - and the best news
is that it is available to anyone who uses Mail Order Manager (MOM). If
you're not satisfied with the quality of sales reporting that MOM
provides, you'll be glad to know about emfluence, an interactive
marketing company in Kansas City, MO. By combining Microsoft's Internet
Information Server and one of several web programming languages, such
as ASP, .NET or ColdFusion with MOM, emfluence can create password
protected Intranet reports that will show up-to-the-minute sales
figures. Exactly what your busy executive needs - a one click display
without having to drill-down through the MOM menu structure.
Need to compare April 2004 to April 2005 sales? Want it broken down
by retail v. wholesale v. web? Maybe you'd like a sales rep commission
report? With a thorough understanding of MOM's table structure,
emfluence has been able to provide this level of custom reporting for
MOM users. Some general reports will get you hooked. From there you
just need to know what you want and how to ask for it. To view some
sample reports and get more information, visit the emfluence web site.
Contact David Cacioppo, emfluence Managing Partner at (816)
472-4455, and mention DMSI.
May 19th, 2005: WiseGuys(TM) Matchback Response Reporting - See What Works!
DMSI announces MatchBack Response Reporting - a new feature of WiseGuys
Marketing Software. MatchBack addresses the single biggest unmet need
among direct marketers: what promotions worked - and what didn't work.
Flyfishers know. Gamblers like to think they know. Know what? Know
what works! Without in-depth response reporting, however, direct
marketers are more like gamblers.
WiseGuys Marketing Software now provides answers to these questions.
MatchBack Response Reporting matches incoming customer orders against a
mail history file (previously stored). Depending on a set of parameters
described below, WiseGuys can establish how well each mailing segment
Response Analysis usually follows this sequence of events in a mail campaign:
- A mail file is selected in WiseGuys, and a mail date is recorded for each mailing address.
- Subsequently, order entry staff key incoming orders following
the mail campaign (using your own order entry software). Most users
will record both the order date and (optionally) the source code on the
- By linking to your customer database, WiseGuys can match orders with mailing addresses, to show successful responses.
MatchBack parameters, defined by each user, are as follows:
- Response Window - you establish the maximum number of days
that can elapse between your mail date and a successful subsequent
- Source Code matching - you can (optionally) require that the
source code of an incoming order match the key code of the outgoing
MatchBack displays the percentage of customers in each mailing segment
that have been linked to a subsequent order. This is done for both
prospects and customers. In a future release, MatchBack will calculate
the ROI for each mailing campaign.
April 15, 2005: DMSI Benchmarking Helps AARP with Strategic Focus
DMSI has completed a Benchmarking Study for AARP, Washington DC. The
objective of the Benchmarking study was to show where AARP needed to
strategically focus their resources to continue their marketing
With over 35 million members, AARP is the leading nonprofit,
nonpartisan membership organization for people age 50 and over in the
United States. Recently, DMSI was asked to perform a Benchmarking study
to establish the current Database Marketing maturity level of ASI - an
AARP division devoted to partnerships with for-profit organizations.
DMSI looked at five operational areas: marketing requirements,
organizational requirements, informational requirements, technology
requirements, and financial requirements. Each area was evaluated using
a benchmarking "gap analysis" according to the following baselines:
Level 1: Data Capture level - This is best described as a "looking
in the rear view mirror" approach to marketing. A sometimes simplified,
sometimes primitive level of database marketing maturity.
Level 2: Reactive level - This is best described as "steering
through traffic." This category describes a level of maturity that
allows some flexibility in real time to overcome challenges, but lacks
a strategic pro-active capability.
Level 3: Pro-active level - This can be described as "knowing what
is ahead, and adjusting." It is very strategic in nature, with vision
and foresight built into the database marketing methodologies.
Results: With the results of the DMSI Benchmarking study, AARP was
able to identify where it wanted to be, from a database marketing
maturity standpoint, and isolate the gaps with their current focus. In
this way, AARP moved ahead to resolve these strategic differences.
Jan. 1, 2005: WiseGuys featured again in Natl. Trade Journal
WiseGuys Marketing Software was featured in the Jan. 2005 issue of
Inside Direct Mail. The article, titled "Data at your Fingertips",
displayed a side-by-side comparison with similar marketing
applications. One key fact was overlooked: WiseGuys is the least
An abstract of the article is as follows: "Desktop Marketing offers
this marketing analysis software that links to a marketer's order entry
system. Written in Microsoft Access, it automatically households files,
segments customers into quintiles and assigns RFM scores to customer
records. Users can apply lifetime value analysis to identify profitable
customer segments and conduct response analysis to measure the
effectiveness of direct marketing campaigns."
For further information, visit Inside Direct Mail
January 3, 2005: WiseGuys extends Interface Capabilites
DMSI is proud to announce that our WiseGuys Marketing Software can now
interface with 6 popular catalog software packages. The two newest -
Natural Order and CommercialWare Mozart - were completed in Dec., 2004.
DMSI is proud to announce that our WiseGuys Marketing Software can now interface with 6 popular software packages:
- MAS90 Accounting software (new in Sept,
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,
- 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.
- Natural Order (new 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 was developed as part of a new installation
at Sales Service/America, a catalog division of the United
Way of America in Alexandria, VA.
- 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
Ecometry joins Mail Order Manager as the 2nd major catalog
software application that is compatible with WiseGuys. Look
for more progress reports in upcoming issues of our e-newsletter.
April 5, 2004: WiseGuys featured in Catalog Age!
The April 2004 issue of Catalog Age, the leading trade journal
for catalogers, has published an in-depth review of the WiseGuys
Marketing Software. The review focuses on the two principal
features of WiseGuys: RFM analysis (Recency, Frequency, and
Monetary Value); and Lifetime Value analysis (LTV). Ernie
Schell, a catalog software veteran, describes the current
state-of-the-art in the catalog industry: "When it comes to
database marketing, the typical catalog company, regardless
of size, talks the talk but fails to walk the walk". He further
cites WiseGuys as a "no-brainer for nearly every company still
stuck in 'Excel hell'."
the full text of the article here.