Author Archives: Elisa Berger, Ph.D.

About Elisa Berger, Ph.D.

Elisa Berger, Ph.D is Principal and Executive Vice President, Database Marketing at Cross Country Computer (CCC). Elisa has been successfully helping database marketers achieve their ROI goals for nearly two decades. At CCC, Elisa is responsible for the client services and new business development teams as well as providing advanced analyses and strategic recommendations for database clients. Prior to joining CCC, Elisa is credited with creating the custom analytics offering at both MBS and Abacus, a division of Epsilon. Elisa remains an active member of the DMA, DMALI and NEMOA as well as an on-going contributor of thought leadership to the industry via white papers, articles, interviews and speaking engagements. She has been published and quoted in multiple trade publications such as DM News, Multichannel Merchant, Catalog Age, Catalog Success, B to B Magazine. In addition, Elisa is often a ghost-writer for other service providers. Elisa has been a conference speaker at NRF, ACC, DMA and CRMC as well as a judge for the international Echo awards for more than 5 years. She earned her Ph.D. in Applied Research at Hofstra University.

Improve Customer Retention by Targeting Segments in Motion

The ever popular and highly predictive “RFM” metric provides a static point in time view of your customers by their purchase total and number of months since last purchase to date.  In general, more recent customers with higher dollars and … Continue reading

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Right Size your Database Spend

Over my career, I have frequently been asked to demonstrate how marketers can achieve the ROI from their marketing database.   While there are many ways to generate incremental revenue and cost savings, the ability to realize the desired rate of … Continue reading

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Hygiene for Modern Times

As the dominant purchase channel, the internet is causing an increase in hygiene issues.  Instead of trained data entry specialists, consumers enter their information directly.  The result is a higher incidence of foul language, typos and good data in the … Continue reading

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Ten Ideas for Triggered Emails

I recently attended the Spring NEMOA conference in Boston and one hot topic of discussion was leveraging triggered email communication based upon recent behavior for higher order rates.  Today, 20% of emails sent are triggered and the majority is “thrust” … Continue reading

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Quick Tips and techniques when using Email Append

With rising costs and being “green” on everyone’s mind, many have increased their budgetary focus on email marketing as a way of contacting and cultivating their customers.  However, not all customer email addresses are gathered at point of sale.  Email … Continue reading

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Winterberry’s Annual White Paper – Vertical Market Trends in Direct Mail 2009

Cross Country Computer, along with over 300 other industry leaders, participated in the Winterberry Group’s annual white paper survey earlier this year.  A key takeaway from this report is the evident trend from mass mailings to a more targeted approach … Continue reading

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List Rental: Modeling Choices (Non Co-Op)

Finding incremental list rental universe that performs at your desired contribution threshold is critical when optimizing new customer acquisition. Marketers renting vertical lists who want to go beyond hotline prospects or turn a mediocre list into a winner have found great … Continue reading

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