CRM
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Data Driven ROI
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.
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Data Driven ROI
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.
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Data Driven ROI
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.
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Data Driven ROI
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.
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Data Driven ROI
What’s The Best Bang for the E-Buck?
By a three-to-one margin, marketers said optimizing a Web site for to attract search engines is a better bet for solid returns than paid search listings, according to a study by JupiterResearch.
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Data Driven ROI
Why You Should Turn to RSS
Having trouble getting your e-zine through corporate firewalls? Try distributing the content via RSS.
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Data Driven ROI
Michael Lowenstein Joins Harris Interactive
Harris Interactive has hired Michael Lowenstein to serve as vice president and senior consultant with the Customer Loyalty Management team. Lowenstein was most recently senior vices president of the Customer Management Center of Excellence at GfK NOP.
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Data Driven ROI
Podcasting: The Next Big Thing in E-Zine Marketing
Podcasting has finally come of age in the world of business-to-business marketing. A growing number of firms have adopted podcasts as a way to inform and educate their target audience, strengthen their brand, and promote their products and services.
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Data Driven ROI
How to Reduce E-Zine Unsubscribe Rates
While it is vital that you take subscribers off your e-mail newsletter list the instant they request it, there are strategies you can employ to reduce the chances that they will want to go off the list, as well as ones to encourage them to stay on.
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Data Driven ROI
Editor’s Pick: What’s Love Got to Do With It?
Since it was the day before Valentine’s Day, I should have curled right up with my first issue of Loving Today: The Relationship Newsletter. But I was starting to feel trapped in this relationship.