The True Cost of Customer Acquisition
A marketing database is the first step in making an accurate determination
Wayne RosenbergerDiMark/Harte-Hanks
The competition is getting tougher as mergers dominate the scene. Marketing resources are increasingly limited. Every dollar has to count. At the same time, marketing is getting more complicated. New media, such as the Internet, and a more sophisticated prospect and customer universe have combined to create new challenges, and more opportunities. There is no magic formula for success, but one thing is for sure: without the ability to analyze, track, measure and account for your efforts, valuable resources...