Attributing a sale to the last customer touch can result in skewed channel effectiveness calculations. Paradysz's Rob Stagno offers thoughts on the complexity of multichannel attribution.
American Express is always testing, but tried and true voucher packages still pull best in their acquisition efforts. Chief Marketer recently talked with Tom Mastrocola, director of subscription acquisition for American Express Publishing Corp., about trends in mail package design, postal concerns and list/database use.
Coca-Cola carries the vision of its marketing future on one piece of paper. It includes developing and executive creative marketing programs across the globe using a handle it calls, “liquid and linked.” The strategy centers on storytelling; taking great, fun, creative stories and spreading them to the furthest reaches of the world using, in part,…
Mothers who weren't chosen to host one of the at-home parties held for Expo Washable Markers on June 11 shouldn’t feel slighted: Only 1800 hosts were selected from more than 24,000 applicants. That's an acceptance rate of less than 7.5%.
If you want to have a great B-to-B email program that generates solid leads, the beginning is a great place to start. That means asking the right questions on your sign-up form, crafting an engaging welcome email and enticing your prospects to open that email with a solid subject line. Megan Feltes, sales content specialist…
When it comes to leads, it's tempting to think that more is better. But the truth is, enough is
The proliferation of online advertising networks is creating much ado about nothing, at least in terms of how digital marketing is romanticized nowadays.
The ability to ask the right questions is a critical factor for effective analytical work. This is the key point I made in a recent article, “Asking the Right Questions in Data Analysis” https://chiefmarketer.com/direct/non-print/data-listtalk-0415bnv9.html. I also noted that asking the right questions typically does not require an advanced degree in statistics.
How can you get IT street cred and build a rapport with the technology professionals who will ultimately help approve and implement your solution? Stephen Bergmann offers some thoughts on how Hoover's has connected with IT pros to market its Application Programming Interface (API) products.
Nationwide restaurant chain Buffalo Wild Wings (BWW) wanted to be known as the place to catch basketball games during the 2011 season. They were looking for a non-traditional approach that included mobile and social media and that would keep people coming back
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