Know When Direct Response Results Justify More Investment

These articles examine the questions that follow the initial response: Are the economics sound? Is the evidence strong enough to trust? Can you see the full customer journey? Do the results justify investing more?

The focus is practical: Cost Per Sale, Cost Per Lead, customer value, disciplined testing, targeting, CRM interpretation, creative evaluation, and the management decisions that bring them together.

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The Customer Journey Begins With the Individual’s First Commitment

A customer journey should be measured from the first meaningful commitment—not only from the point of sale. This article shows how inquiry, conversation, trial, first purchase, repeat purchase, and lifetime value create one connected chain of evidence.

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Does Your Marketing Team Know More About Your Customers Than Anyone Else?

Marketing earns influence when it can defend customer data, explain behavior, connect channels to sales, and show what the company can afford to invest.

Featured Article

Articles

Does Your Marketing Team Know More About Your Customers Than Anyone Else?

Marketing earns influence when it can defend customer data, explain behavior, connect channels to sales, and show what the company can afford to invest.

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Browse current thinking on direct response economics, testing, creative judgment, lead generation, customer intelligence, and profitable growth.

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How to Increase Your Direct Mail Response with pURLs

For decades, marketers believed that combining messages through many channels increased response rates. During my career, several tests proved that this strategy works most of the time.