Why you should measure incremental customer performance
Testing is at the heart of direct marketing multichannel merchants test e-mail subject lines, catalog cover versions, Website landing pages and search
Why You Should Measure Incremental Customer Performance
Looking only at results directly linked to a marketing effort can distort the understanding of a program
The hidden marketing tool: The nameflow model
We as direct marketers look to the past every time we plan a campaign. How did our search, list rental, e-mail, catalog
The Hidden Marketing Tool: The Nameflow Model
By understanding customer activity, we can develop a better understanding of where we are and where we