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 Tracking your online direct response results
By Jay AberJust when you thought it was getting easier to track results from your online campaigns, reality strikes. You get conflicting advice. The experts differ. Which tracking methodology is the “gold standard?” Who’s right? Who’s wrong? There is no “perfect” way to track results from online campaigns, just as there is no perfect way to track the results from traditional direct marketing activities. But that doesn’t mean you should give up on tracking results from your online direct response campaigns – especially since there are a number of simple and free ways to determine your campaigns’ effectiveness. read the article |
 Do your database marketing practicesmatch growing expectations? by Rick Brough Managing more products, promotions and channels to attract and retain smaller customer segments requires the right tools, services and best practices. The current economic storm puts real pressure on marketers to produce results, and direct marketers find themselves at the epicentre. Not that we’ve been performing badly. Many organizations are now capable of effectively mining customer data and translating that information into profitable one-to-one promotions for both print and electronic media. read the article |
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