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…
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.
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…
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.
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.
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.
(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%
TODAY MORE THAN EVER, consumers and business prospects alike subscribe to the age-old direct marketing principle WIIFM: What's in it for me? Personalization
ARE YOU ACTING JUST LIKE most other small businesses out there? Do you ignore or fail to communicate to your existing customers often enough? I'm not
A number of years ago I was in a kickoff meeting for a large project focusing on multichannel order management. The goal was to integrate data from different
