Richard H. Levey, Author at Chief Marketer

Groupon’s IPO Raises Questions For Participating Merchants

Monday’s New York Times featured a terrific column by Andrew Ross Sorkin on Groupon’s finances, as well as some reasons behind its delayed initial public offering (IPO). Sorkin’s column is must reading for investors. Consumers have their sources of …

Agencies

Marketers Fall Down In Making Case For Gathering Personal Information: Study

Can’t fool consumers. They know—or they think they know—that when marketers gather their personal information, the company benefits. But consumers are less sure of the benefits they themselves accrue when giving up their information. And a majority of them are concerned about the amount of information held by others, according to a new survey from LoyaltyOne.

A Better DMA

There’s a palpably upbeat energy at this year’s Direct Marketing Association Conference and Exhibition. The breakout concurrent sessions

Agencies

Multichannel Attribution Helps Determine Which Mediums Influence Sales

Attributing a sale to the last customer touch can result in skewed channel effectiveness calculations. Paradysz’s Rob Stagno offers thoughts on the complexity of multichannel attribution.

Agencies

Q&A: Amex’s Mastrocola on the Best Name Sources, Mail Formats

American Express is always testing, but tried and true voucher packages still pull best in their acquisition efforts.

Chief Marketer recently talked with Tom Mastrocola, director of subscription acquisition for American Express Publishing Corp., about trends in mail package design, postal concerns and list/database use.

Social

Whole Foods/LivingSocial Deal May Make Money, But Misses The Mark

The Whole Foods/LivingSocial deal, under which one million consumers purchased $20 grocery coupons for $10, is already a win for Whole Foods. The high-end supermarket chain has received a wealth of media mentions as a result of the deal, a phenomenon …

Agencies