Electronic Retailer - October 2012 - 4

Vol. 9, No. 10 | October 2012

CONTENTS
20
“The entrepreneurial spirit has always raged through me,” says Monica C. Smith of Marketsmith, Inc. and I.Predictus.

tableof

FEATURES 20
Cover Story

It’s All About the Numbers
Monica C. Smith says DR marketers could buy media more wisely, if only they had enough data. The CEO and president of Marketsmith, Inc., is offering just that with her latest venture, I.Predictus. By Jack Gordon

24
Media Attribution Goes Mobile
There is a whole new suite of mobile tools, including short codes, ready for deployment that meets the needs of the DRTV industry and opens up even more possibilities to build brands and sales. By Tony Besasie

DEPARTMENTS
7 Calendar of Events Upcoming Industry Events October through March Industry Reports Recent Developments on Capitol Hill Heighten Online Sales Tax Debate Member Spotlight Bulletin Board Advertiser Index Classifieds

RESEARCH
14 IMS Retail Rankings The Top 25 Shows and Spots Jordan Whitney’s Top Categories The Top 5 Shows and Spots and the Top 3 Categories

28
Marketing to Teens: Not All Fun and Games
Children, tweens and teens have great influence over the American families’ purchasing decisions, so know the rules when marketing to this sought-after demographic. By Gregory Sater and Amy Mudge

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electronicRETAILER | October 2012



Electronic Retailer - October 2012

Table of Contents for the Digital Edition of Electronic Retailer - October 2012

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
IMS Retail Rankings
Jordan Whitney’s Top Categories
Ask the Expert
From the Executive’s Desk
It’s All About the Numbers
Media Attribution Goes Mobile
Marketing to Teens: Not All Fun and Games
Guest Viewpoint
Guest Viewpoint
DRTV
Teleservices
Fulfillment
Member Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - October 2012 - cover1
Electronic Retailer - October 2012 - cover2
Electronic Retailer - October 2012 - 3
Electronic Retailer - October 2012 - 4
Electronic Retailer - October 2012 - 5
Electronic Retailer - October 2012 - 6
Electronic Retailer - October 2012 - Calendar of Events
Electronic Retailer - October 2012 - Your Association, Your Bottom Line
Electronic Retailer - October 2012 - 9
Electronic Retailer - October 2012 - Industry Reports
Electronic Retailer - October 2012 - 11
Electronic Retailer - October 2012 - FTC Forum
Electronic Retailer - October 2012 - 13
Electronic Retailer - October 2012 - IMS Retail Rankings
Electronic Retailer - October 2012 - 15
Electronic Retailer - October 2012 - Jordan Whitney’s Top Categories
Electronic Retailer - October 2012 - 17
Electronic Retailer - October 2012 - Ask the Expert
Electronic Retailer - October 2012 - From the Executive’s Desk
Electronic Retailer - October 2012 - It’s All About the Numbers
Electronic Retailer - October 2012 - 21
Electronic Retailer - October 2012 - 22
Electronic Retailer - October 2012 - 23
Electronic Retailer - October 2012 - Media Attribution Goes Mobile
Electronic Retailer - October 2012 - 25
Electronic Retailer - October 2012 - 26
Electronic Retailer - October 2012 - 27
Electronic Retailer - October 2012 - Marketing to Teens: Not All Fun and Games
Electronic Retailer - October 2012 - 29
Electronic Retailer - October 2012 - 30
Electronic Retailer - October 2012 - Guest Viewpoint
Electronic Retailer - October 2012 - 32
Electronic Retailer - October 2012 - Guest Viewpoint
Electronic Retailer - October 2012 - 34
Electronic Retailer - October 2012 - 35
Electronic Retailer - October 2012 - 36
Electronic Retailer - October 2012 - DRTV
Electronic Retailer - October 2012 - Teleservices
Electronic Retailer - October 2012 - Fulfillment
Electronic Retailer - October 2012 - Member Spotlight
Electronic Retailer - October 2012 - 41
Electronic Retailer - October 2012 - 42
Electronic Retailer - October 2012 - Advertiser Index
Electronic Retailer - October 2012 - Classifieds
Electronic Retailer - October 2012 - 45
Electronic Retailer - October 2012 - Rick Petry
Electronic Retailer - October 2012 - cover3
Electronic Retailer - October 2012 - cover4
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