Marketing/ROI Archives
Calculating the Worth of Your Best Customers
With all the time, money and effort spent on identifying best customers, surely such an animal must exist. Or is it time to step back and take another look at how we define our quarry? Maybe our "best customer" search is just a unicorn hunt. ...
Three Keys to Localizing Your Business Abroad
Global expansion is the next logical step for companies that have already developed a solid footprint in the U.S., and in the current economy, companies are doing all they can to go global, fast. There are, however, several considerations a company must bear in mind. The risks of operating in multiple regions fall into two categories: not meeting the needs of distant regions and not having insight into what they are doing. ...
Why and How to Index Email Metrics
How to index email metrics so that you can recognize and act on the success and failure of subsets within your entire database...
ROI Concerns Downplayed As Social Media Grows
Marketers who aren’t quite sure of social media’s tangible rewards should take heart: Few of their colleagues know, either. In fact, while nearly three-fourths of marketers surveyed have a social media strategy, only 29% have to show positive return on investment in order to secure budgets for their continued efforts, according to a new study. ...
When It Comes To ROI, Don’t Be A Mad Man
At the end of July, the AMC show Mad Men returns to television for its fourth season. The world of media and marketing has changed since the early 1960s advertising heyday. Aside from the obvious cultural changes (drinking, smoking and sexually harassing women in the office were completely acceptable, along with being racist, homophobic and anti-Semitic), the biggest difference is the introduction of an essential measurement that clients now expect their agencies to show: the marketing return on investment....
Maximize Your Web Site for Better Conversion
How can you optimize traffic, ensure the “stickiness” of your Web content and drive visitors to close the sale? These best practices will help ensure everything on your site works cohesively and seamlessly, transforming it into a high-performance conversion engine....
Making the grade with e-mail tests
Many students approach tests with dread. So do many e-mail marketers. But they shouldn't. Conducting e-mail tests may seem overwhelming: Which variables...
Bigger Carts Mean Better Shoppers
Most retailers are adept at persuading shoppers to buy a particular item. Increasing the lifetime value of customers by turning those one-off item purchases...
Click to Change
A foray into viral marketing by the Bon-Ton Stores Inc. yielded a six percent response rate. That isn't too shabby, even if the responses were in the...
Comparing Catalog and Online Lifetime Value
Life-Time-Value (LTV) is the value of all of the purchases a given customer has made to-date plus the value of the purchases this same customer is likely to make (discounted for present value). ...
