Thursday, September 1, 2011
Marketers who focus their analytics on prospecting are making a mistake, warns Forrester Research's Srividya Sridharan. By putting too much stress on channel metrics, they can neglect the retention and long-term value measurements that generate lasting profitability. For more, go to http://chiefmarketer.com/database/mining/best-practices/analytic-acquisition-forrester-0811rhl3/?YM_MID=1251732&YM_RID=ccplato%2540yahoo.com
Wednesday, August 31, 2011
Charitable giving trends turned positive in 2010 after a two-year decline, according to the Giving USA Foundation. Its recent survey estimated total contributions of $290.9 million, up 3.8% from 2009. Looking for good news in 2011? Check out the summer mailing by Fountain House. It culled an 8.8% response and a $33.41 average gift to earn the Direct Marketing Fundraisers Association's 2011 Package of the Year award.