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Op-Ed Articles

Four metrics that matter

Matt Blumberg, chairman and CEO, Return Path November 01, 2011

For a marketing department to succeed in 2012 and beyond, marketers need to be analytical, focused on return on investment and deeply embedded in the data that makes their programs hum. When it comes to email, many marketers focus on all the wrong things.
 

Data management drives ROI

Tim Altier, director of business analytics and insight, Bridgz Marketing Group November 01, 2011

Data opens the door for marketers to connect with customers at a personal, emotion-charged level. But this portal to customer-centric marketing remains locked for many organizations — both client-side and agencies
 

Mailers must back postal cuts

Hamilton Davison, president and executive director, American Catalog Mailers Association October 01, 2011

The fur is flying and everyone is yammering now that the US Postal Service is taking steps to rationalize its network. In August, USPS served public notice of its intent to close underperforming retail 
locations.
 

Don't count direct mail out

Brian Fetherstonhaugh, chairman and CEO, OgilvyOne Worldwide October 01, 2011

Like many of you, I hear people in marketing say things like "Direct mail is dead," "No smart marketer uses direct mail these days," and "I don't need direct mail anymore — I use email now."
 

How to measure engagement

September 01, 2011

Engagement has been a primary goal of every marketing campaign, long before the Internet turned commerce upside down or the CMO title was invented. Since the beginning of the digital marketing age, it has been the Holy Grail of brand managers.
 

Understanding mobile behavior

Gurval Caer, president and CEO, Blast Radius September 01, 2011

Direct marketing has always been about connecting with customers through timely, relevant and targeted messages that drive action. Technology's evolution this past decade hasn't changed these fundamentals, but it has opened up a new set of parameters.
 

Understanding the fan journey

Rob McQueen, EVP of sponsorship, Momentum Worldwide August 01, 2011

Many marketers and agencies have developed the tools necessary to 
address how shoppers act, feel and what ultimately leads them to purchase. Now, what about the "fan" journey?
 

Audacity, Romanian style

Tom O'Keefe, executive creative director for North America, Draftfcb August 01, 2011

If you look at the big winners at this year's Cannes Lions International Festival of Creativity, amid the highly anticipated usual suspects you'll see a name that sounds more like computer software or a robot than a brand: Rom.
 

Attribution adoption starts now

Roger Barnette, president, IgnitionOne July 01, 2011

It's been a few years since "engagement mapping" aka "attribution" emerged as the next big thing in online advertising. The concept of looking across digital channels and beyond the last click made sense to everyone.
 

In with Tina Brown: CRM maven

Mat Zucker, chief creative officer, OgilvyOne Worldwide July 01, 2011

What makes great editors great is that they are able to connect to both the heart and the head. They know what makes their audience laugh, think, stick around and respond. Great editors also have a head for business.
 
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