Chief Marketer Staff, Author at Chief Marketer

Reichheld’s New Metric: The Net Promoter Score

Fred Reichheld stunned marketers in 1996 when he argued in The Loyalty Effect that a 5% improvement in retention can boost profits by up to 100%. Now he is about to shock them again.

Agencies

Book Excerpt: Word-of-Mouth Economics at Dell

Some marketers may shy away from measuring the Net Promoter Score because it sounds too complex. But others are not daunted. Here is how Dell calculated the value of detractors and promoters for its consumer business.

Agencies

Be Careful with ROI!

I love direct marketing! It’s one of the few marketing disciplines where we (think) we’ve got all the numbers necessary to measure success and predict the future.

Agencies

Measuring the True Impact of E-Mail on Overall Sales

In a truly integrated marketing plan, every ingredient plays a vital role. The fact that you can’t directly attribute a sale to every e-mail message doesn’t mean the e-mails aren’t working.

Agencies

Wisconsin Introduces Child No-E-mail Bill

Add Wisconsin to the growing list of states considering legislation that threatens to wipe legal, adult-oriented commercial content out of e-mail.

Wisconsin lawmakers are considering a bill that would set up a so-called child-protection do-not e-mail registry similar to those in use in Utah and Michigan.

Digital

You May Go, Jeeves

It

Email

Yahoo Tops AOL in No. 1 E-mail Spot: Epsilon

Yahoo has replaced AOL as the No. 1 e-mail box provider with 23% market share up from 19% a year ago, compared to AOL which has 15% of the market compared to 20% a year ago, e-mail service provider Epsilon Interactive reported yesterday.

Agencies