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Articles by Wes Sparling

Blog Archive


2021 Will Bring Enhanced Services to Our Data Analytics Solutions

Posted October 30, 2020 by in Strategy and Analysis

For more than 16 years, IWCO Direct has offered data analytics solutions, including robust modeling and analytics that improve Return on Marketing Investment (ROMI) for our clients. In early 2021, we will be expanding our offering with additional statistical and analytics resources by adding four team members. Today I wanted to provide just a few  […]

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Tips for Restarting Your Marketing During COVID-19

Posted July 8, 2020 by in Strategy and Analysis

Wondering how to restart your marketing during COVID-19? We’ve seen extensive change in consumer behavior over the past few months. Some of the change is expected to be temporary, and some is expected to continue long into the future. You’ll need to accommodate these changes as you restart your marketing while COVID-19 continues. The national  […]

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Considerations for Marketing During a Pandemic

Posted March 20, 2020 by in Strategy and Analysis

COVID-19, the desire to minimize the spread of the virus that causes it, and the mounting fear associated with the idea of a pandemic have already caused extensive behavior changes across the U.S.: travel restrictions, canceled meetings, increases in online shopping, restrictions on group meetings, school closures, and more. History has shown us that when  […]

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Marketing Personas

It’s Time for Marketing Personas to Get Real

Posted June 23, 2017 by in Strategy and Analysis

I am old enough, though just barely, to have met more than a few unsung heroes of the advertising world. I’m talking about those people who worked in agencies making the successful campaigns we have all come to know and love: creative directors, copywriters, and others who put pen to paper to create campaigns like  […]

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The Power of Lists: How Our List Resources Enhance Our Clients’ Marketing Programs

Posted November 30, 2016 by in Direct Mail Tips

Knowing exactly who to target is a critical element for success in any direct marketing campaign. It can be difficult or impossible to produce effective campaigns and generate desired response without a qualitative understanding of the consumers you’re marketing to. That’s why, for most mid-sized and mature companies, a combination of predictive analytics models based  […]

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Best Practices for Integrating Digital and Physical Marketing Campaigns

Posted May 25, 2016 by in Direct Mail Tips, Direct Marketing Trends

It is generally accepted that integrated marketing efforts outperform plans based on a single tactic in both the overall volume of leads and sales. The key question becomes, “What is the ideal mix of tactics for my industry in general and my business specifically?” To answer that question you need to understand, in as much  […]

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Testing Tuesdays: A Discussion on Direct Mail Measurement

Posted March 8, 2016 by in Direct Mail Tips

Measuring the effectiveness of direct mail is a frequent topic of conversations with clients, prospects and those generally interested in better understanding how direct mail benefits their marketing campaigns and impacts their business. It has been said, accurately I believe, that you can’t improve what you can’t measure. Of course, this implies that serious thought  […]

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