Is consumer marketing irrevocably broken?

Clive Humby, chairman and founder of dunnhumby, argues that the effectiveness of direct marketing campaigns needs to be looked at more carefully.

Is Consumer Marketing Irrevocably Broken?

Clive Humbydunnhumby

What is a successful marketing campaign? When it comes to direct marketing, these days most organisations seem happy to achieve a response rate of 1%. Yet that response and the potential conversion...