By Marc S. Roth
There were some interesting nuggets of information buried in the recent Federal Trade Commission’s Biennial Report to Congress on the Do Not Call Registry.
Failing to understand how the FTC and state regulators interpret these laws -- such as what constitutes an existing business relationship -- may leave you exposed to liability for a seemingly innocuous outbound calling campaign to consumers whom you believe are your customers. Here's some highlights of the report.
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By Tim Altier
Marketing isn’t taught by the mathematics departments within colleges and universities, but some day maybe it will be. Each day, marketers are more dependent on the numbers. Metrics and measurements talk to marketers, revealing secret insights into campaigns. For example, data analysis shows how channel optimization makes money.
The idea is pretty simple -- determine the optimal (usually meaning most profitable) allocation of marketing resources across available channels. But the data feeding into channel optimization can be deceiving unless the process can be carried out to completion.
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By Beth Negus Viveiros
It’s a basic idea, but one many e-mailers frequently forget: How frequently you contact your subscriber base should be based on how much relevant content you have to share with them.
“There’s no magic number to work towards,” says Heather Blank, vice president of strategic services at Responsys. “What matters is what the content is and who you are sending it to.”
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By Richard H. Levey
So, were you the one percent? No, this has nothing to do with economic status. This one percent claque consists of consumers who waited until February 14 to begin shopping for Valentine’s Day, according to research from Alliance Data Systems.
Turns out there’s a fairly even distribution regarding when people start shopping in honor of Cupid: In addition to those frantically pawing through the remaining worse-for-the wear Whitman’s Sampler boxes yesterday, 2% didn’t start shopping until Feb. 13, with another 10% beginning to Hallmark their love a few days before.
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