CHICAGO -- The key to frequency marketing programs is organizing the business around the customers and letting them take part in making decisions. "Use data to listen to your customers," said Rob Jackson, vice president of marketing and information services at Donnelley Marketing, Oakbrook Terrace, Ill. "Now we are seeing companies that let customers tell them how to make contact," he said, citing the example of a sweepstakes marketer that includes a space on the entry form where customers ...

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