Direct-to-Customer Commerce

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Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

What are you measuring?

An article on April 5, 2006 in the electronic newsletter Chief Marketer reported on the difficulty marketing executives have in measuring their achievement of the objectives set for them by senior management. This results, in large part, from the influx of non-direct marketing executives into the direct-to-customer industry. The traditional marketing strategist relies on macro-measures, which are often uncontrollable and even un-influencable. While direct marketers rely on measures of actual marketing results. Knowing your “market share” may be interesting, but knowing that you’re adding new customers, keeping previous customers, increasing average purchase frequency, or average purchase amount is more useful and more important. 4-7-2006

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Filed under: Direct Commerce, Uncategorized

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