Category Archives: direct-marketing

Feb 12 2007

Ephron & Pollak on General Advertising

I don't understand why any firm would run advertising they can't track, or would run advertising which costs more than it returned.

Jan 27 2007

Jim Novo: Share vs. Profit

Jim Novo's post on the Wharton share vs. profit research is spot-on.

Oct 15 2006

Prove It: An enterprise-wide control group can help measure a database's value

Richard Tooker advocates establishing an additional holdout control panel of 50k customers who receive no marketing communication -- ever.