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Article by ISSM Charter Senior Fellow and Executive Director John Miglautsch:
Finding
Needs and Filling Them
Though we still see newspaper, radio and TV ads, marketing is undergoing a global revolution. The underlying power is coming from our ability to store and hopefully use the mountains of data generated from the very stuff of doing business. TV took off in the 50's, radio in the 20's... newspapers in the 18th century... we seem to be accelerating. However, I sincerely believe that the changes of this century in the science of marketing will pale in comparison with those of the next decade. We are beginning an era when the barriers to entry are melting and the communication costs are shrinking to near zero. We are finally figuring out how to meld the comfort of our friendly PC with the power of the massive main frame. We do not know exactly where the future will lead, but we do know that things will certainly change.
John Miglautsch's successful consulting projects have included major involvement in four business catalog start-ups. In 1985, John moved to Vice President of Marketing at Sales Guides, Inc. His background in the real world of day to day catalog management makes his solutions practical as well as technically sound.
Miglautsch Marketing has become one of the premier developers of marketing databases. One of their sites includes a 90 million record system running on a standard Intel processor. Custom systems are constructed using off the shelf PC Windows tools running client/server LAN's.
1995 Direct Marketer of the Year, Wisconsin Direct Marketing
Association
1995 Founder and Director, International Society for Strategic
Marketing
1992 Past Secretary, Board of Directors - WI Direct Marketing
Club
1991 Senior Fellow, International Society for Strategic Marketing
1990 PDM Valedictorian, University of Missouri - Kansas
John and/or Miglautsch Marketing have been cited recently in the following publications: Paradox 5.0, Infoworld, July 18, 1994, Database Limitations, Target Marketing, August, 1994,Internet Access, Network World, December, 1993, No Substitute for a Brain, DBMS, April, 1993, Interbase:Serving Two Worlds, Computerworld, March 11, 1993; Borland's PAL Shift Proves Manageable, Computerworld, February 15, 1993; Yankee Ingenuity, Corporate Report Wisconsin, February, 1993; Going For All The Marbles, Infoworld, January 25, 1993; Off-the-shelf Software has Advantages, Database Marketing Newsletter, January, 1993; Why Databases Are Not Working; A Reply to Miglautsch & Sargent, DM News, January 11, 1993; Libey on Customers, pp. 168, 1993; Moore Business Products Expects to Boost Sales With Data System, DM News, September 28, 1992; Cognos Eases SQL Query Process Across RDBMS's, Computerworld, September 28, 1992; Interbase, Driver Provide Link to Paradox 4.0, PC Week, September 14, 1992; Why DMers Think The Fax is Indispensable, DM News, September 7, 1992; Most B-to-B Firms Don't know Cost or Value of Customers: DMI Survey, DM News, July 27, 1992; PC's Put Database Marketers In Control, Target Marketing, March, 1992; Data Capture, Target Marketing, February, 1992; The Libey Letter, January 16, 1992, December 16, 1991, August 15, 1991; Getting To The Data, Direct, January, 1992; In Search of the Perfect Software, Direct, August, 1991.
John's writing ranges from analytical computer models to direct mail copy. John's writing ranges from analytical computer models to direct mail copy. He just published his first book, Spinning Straw Into Gold, A Guide to the Magic of Turning Data Into Money. He contributed the database and modeling chapters to the world's best selling direct marketing book, Bob Stone's Successful Direct Marketing Methods, July 1999.
Recent articles include: Confessions of a Spammer, WDMA Newsletter, Best Practices, Target Marketing, September 2003, Meet the Masters: John Miglautsch, Inside Direct Mail, August 2003, What to do with the 1-1-1s, Journal of Database Marketing, July 2002, Spinning Straw Into Gold, Catalog & e-Business, January-February 2001, Thoughts on RFM Scoring, Journal of Database Marketing, January 2001, Assessing Modeling Performance, Journal of Database Marketing, August, 2000, A Coming Together of Catalogues and e-businesses, Catalog & e-Business, December 2000, Finding Needs and Filling Them, DMA Electronic Media & TV Marketing Council, Summer 1998, DMA Marketing Technology & Internet Council, Fall 1998, Drowning in Data, Inside Decisions, Spring 1997,Use Match Processing to Build Databases, DM News, December 8, 1997, BTB Modeling: A Difficult Task, DM News, September 29, 1997, Using Consumer Data for B-B Marketing, DM News, June 9, 1997, Five Common DB Marketing Misconceptions, DM News, March 17, 1997, When Marketing Defines Database Needs, DM News, January 13, 1997, Drowning in Data, Inside Decisions, Spring 1997, Segmentation and Modeling vs. RFM, How to Assess the Comparison, DM News, There's Such a Thing as Too Much Data, DM News, August 15, 1994, Getting the Most From PC Analysis, DM News, December 1993, Architectures for Marketing Computer Systems, Journal of Direct Marketing, Spring 1993, Why Marketing Databases Are Not Working, DM News, October 1992;The Great Database Myth is Dead, Direct Marketing, June 1992; A Conceptual Definition of Direct Marketing, Journal of Direct Marketing, Spring 1992; A Weekly Catalog-Sales Projection Model, DM News, December 1991; The FAX: Good for DMers and the Environment, DM News, August 1991; What Are Your Customers Really Worth?, DM News, June 1991; A Customer-Acquisition Break-Even Model, Modeling Basic Break-Even Analysis, Catalog Business, August 1990; Why I love Catalogs so Much, DM News, February 1990; Why Direct Marketing is Misunderstood, Direct, March 1989; Mature Business Catalogs Turn Graphic, DM News, November 1988; Building a Financial Model, Catalog Business, February, 1988; and Opportunities Unlimited, A study in the economics of the catalog mail order business, Direct Marketing, February, 1988.
He developed the first Catalog Age sponsored Catalog Seminar presented in New York, Chicago, San Francisco and Boston in 1988. John participated as a judge in the 1988 American Catalog Contest. John was one of three finalists for Young Direct Marketer of the Year, 1989. In 1991 he became a Senior Fellow of the North American Society for Strategic Marketing.
2004 - Database University
2003 - WDMA, WCTC
2002 - WDMA, Marquette University
2001 - Marquette University, Caroll College
2000 - Merit Direct - Business-to-Business, Stamford, CT.
1999 - ADMS- Database and Modeling Seminar - Singapore
1998 - WWMG Mailers Conference-UK, European Catalog Conference
- Catalog Simulation
1997 - Kansas City DMA - Keynote Database Seminar, CSMN - Catalog
Simulation, WWMG Mailers Conference-UK, United States Postal Service
Tactical Marketing Group Training Conference, Wisconsin Venture
Network
1996 - DMI B-B Conference, Southern California Catalog Council,
Tennessee Direct Marketing Association
1995 - Keynote Speaker-Canadian National Database Marketing Conference,
WDMC Basic Course, CDMA National Convention, DMI B-B Conference
1994 - Chairman, Target Marketing Database Conference, Telemarketing
Conference, DMA NCC, DMI B-B
1993 - DMA NCC, DMI B-B, WDMC DM Day, NCDM, University of Missouri-KC
PDM
1992 - CDMA National Catalog Conference, CDMA National Convention,
CDMA Technology Conference, DMA NCC & Spring Conference, DMI
Business Catalog Conference, KCDMA DM Day, National Center for
Database Marketing Conference, DMA Business-to-Business Conference,
National Direct Marketing to Business Conference, Univ. Missouri-KC
PDM Certification
1991 - DMA National Catalog Conference, DMI Business Catalog Conference,
WDMC DM Day, National Center for Database Marketing Conference,
DMA Business-to-Business Conference, National Direct Marketing
to Business Conference, Univ. Missouri-KC PDM Certification
1990 - DMA National Catalog Conference, WDMC DM Day, National
Database Conference, Direct Media Business Catalog Conference,
National Direct Marketing to Business and Industry Conference,
Univ. Missouri-KC PDM Certification
1989 - DMA National Catalog Conference, National Database Conference,
DMI Business Conference
1988 - DMA National Conference, DMA National Catalog Conference,
Catalog Age Catalog Management
You can send messages to John at john@migmar.com.
