Direct Marketing
Ephron & Pollak on General Advertising
| Title: | Ephron & Pollak on General Advertising |
| URL: | http://www.rimmkaufman.com/rkgblog/2007/02/12/ephron-and-pollak/ |
| Printed: | March 14, 2010 |
| Source: | The Rimm-Kaufman Group Blog, info@rimmkaufman.com |
- February 12, 2007
- 0 comments
I don’t understand why any firm would run advertising they can’t track, or would run advertising which costs more than it returned.
read more...Jim Novo: Share vs. Profit
| Title: | Jim Novo: Share vs. Profit |
| URL: | http://www.rimmkaufman.com/rkgblog/2007/01/27/jim-novo-share-vs-profit/ |
| Printed: | March 14, 2010 |
| Source: | The Rimm-Kaufman Group Blog, info@rimmkaufman.com |
- January 27, 2007
- 0 comments
Jim Novo’s post on the Wharton share vs. profit research is spot-on.
read more...Prove It: An enterprise-wide control group can help measure a database’s value
| Title: | Prove It: An enterprise-wide control group can help measure a database’s value |
| URL: | http://www.rimmkaufman.com/rkgblog/2006/10/15/prove-it-an-enterprise-wide-control-group-can-help-measure-a-databases-value/ |
| Printed: | March 14, 2010 |
| Source: | The Rimm-Kaufman Group Blog, info@rimmkaufman.com |
- October 15, 2006
- 1 comment
Richard Tooker advocates establishing an additional holdout control panel of 50k customers who receive no marketing communication — ever.
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