direct marketing channel choice
Post on 05-Jul-2015
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deciding thechannel
presented by Lindsey Fair
info availabilitywhat contact info do you have?
channel tolerancedo they like to communicate that way?
offer immediacyis there a short timespan, or a specific date for redemption?
necessity of viralitydoes it need to go viral, or is the list enough?
level of trackabilitydo you need to collect full data?
estimated cost per response
Gross Rating Points (GPR) vs Cost Per Response (CPR)
CPRTotal cost of a DM campaign / # of responses that campaign generated
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