November 2024 - The Software Bureau

Direct Mail Enters a New Era with Innovative Measurement Pilot

Industry, JICMAIL, Lean DM

Direct Mail Enters a New Era with Innovative Measurement Pilot

By Martin|2024-11-18T10:44:32+00:00November 18th, 2024|

JICMAIL and Origin, ISBA’s cross-media measurement programme, are joining forces in an exciting mail measurement pilot study, set to take place in Q4 2024. This initiative aims to test how mail exposure can be effectively integrated into Origin's sophisticated cross-media measurement capabilities. This collaboration marks a new era for direct mail, as it positions the channel as a fully measurable, data-driven medium alongside digital and TV advertising. By integrating JICMAIL’s expertise in mail measurement with Origin's cross-media insights, the advertising industry could revolutionise how it evaluates the role of direct mail within broader campaigns. The initiative has the potential to provide advertisers, agencies, and other stakeholders with new insights into how mail campaigns contribute to overall media effectiveness. The pilot [...]

Data Hygiene and GenAI

By Martin|2024-11-13T10:55:58+00:00November 13th, 2024|

Working in data hygiene, we know a thing or two about the importance of data quality. As more businesses look to harness the power of GenAI, they too are learning that data quality and hygiene are critical to success. AI systems are only as good as the data fed into them, and generative AI (GenAI) is no exception. BT’s Chief Data & AI Officer, Deepika Adusumilli, recently highlighted that while ideas for GenAI applications are plentiful, turning them into high-impact tools requires rigorous data quality standards. Without clean data, even the best AI strategies struggle—a reminder of the direct mail adage, “rubbish in, rubbish out.” Direct Mail Lessons for GenAI: Data Quality is a Continuous Process The direct mail sector [...]

How Direct Mail Stands Out Without Overwhelming

By Martin|2024-11-05T18:53:59+00:00November 5th, 2024|

Further to the good news outlined in the Bellwether for the DM sector, a key finding from the latest Direct Mail Consumer Insights Report shows that direct mailers are spot on when it comes to the amount of mail they send. Consumers today are inundated with brand messages across various channels. Recent research shows the average person is exposed to between 4,000 and 10,000 ads daily! Amid this noise, direct mail holds a unique advantage: it cuts through the clutter without overwhelming recipients. The report reveals that 60% of consumers find the frequency of direct mail communications "just right." Compared to email, digital, and phone marketing, direct mail strikes a balance that resonates well with audiences. It arrives at a [...]