M2 Raising Marketing To A Higher Power

In this article the author argues that evaluating direct marketing activity simply by looking at response rates is inadequate - the real question is 'how much profit does the activity generate'.

M2 Raising Marketing to a Higher Power

Achieving greater efficiency and effectiveness

Michael PaladiniBerenson, Isham & Partners, Inc.

As it's often practiced, direct marketing focuses on response and conversion rates: 'how many inquire and how many...