Data Driven ROI

• Acquisition

  Kashi Passes Cardboard Challenge

  It was a close call, but Kashi Co. head food developer Jeff Grogg can forgo adding cardboard boxes to his diet.

• Acquisition

  HarperCollins, FanLib Launch Online Writing Contest

  HarperCollins and social media company FanLib have teamed up to launch an online writing contest that dangles a chance to publish one’s work as an e-book.

• Data Driven ROI

  A Nation of 300 Million Customer Records

  The Dow Jones Industrial Average closed above 12,000 for the first time last Thursday. Two days earlier, the U.S. Census Bureau announced that the United States has now officially

• Data Driven ROI

  Catalogers Offer Views On A Metric Too Many

  When it comes to analytics, is there such a thing as too much information? Very much so, and here’s a nifty trick to find out if you’re going too far: “If you can’t remember all your metrics, you are probably measuring too many,” says Bruce Detweiler Breckbill, vice president of direct sales for Lehman’s, a Kidron, OH-based marketer that sells a variety of household products that don’t rely on electricity.

• Data Driven ROI

  Brand Metrics: Which Ones Should You Track?

  What causes you to wake up at 3 a.m. in a sweat?

  For marketers, it may be response rates and clickthrough rates,

  For CFOs, it’s cash flow and net asset value.

• Data Driven ROI

  The “Holy Grail” of Marketing Metrics

  Last issue’s article, “Is Marketing ROI Dead?”, discusses how companies need to begin shifting their ROI viewpoint from campaign and product silos to a more holistic marketing performance management strategy. It advises on two key steps to begin this evolution. This article will elaborate on the first of those steps – how to determine the right marketing metrics to measure.

• Data Driven ROI

  COLLOQUY Corner: Track Everything, Everywhere

  Once you’re successfully tracking customer behavior, your next set of questions revolves around deciding what information you want to track and how you want to track it.

• Data Driven ROI

  Nine Database Marketing Sins

  The early morning session at any conference can do a lot to put attendees on the right path for the rest of the day. Fortunately, Arthur Hughes’s “Nine Deadly Mistakes in Database Marketing” session on Tuesday morning at DMA06 in San Francisco was no snoozer.

• Data Driven ROI

  Live From DMA06: Integration of Brand and Direct is Critical

  As marketers have an increased need to be accountable and make their advertising dollars go further, the brand/direct connection is becoming more important, said Karen Ebben, director of CRM modeling and program evaluation, General Motors.

• Data Driven ROI

  B-to-B Pays Attention to Retention

  (Direct) Ten years ago, Frederick Reichheld’s “The Loyalty Effect” demonstrated to the world that a five-percentage-point decrease in customer defections could improve per-customer profit anywhere from 25% to 85%