Ruth [Stevens] explains that “marketers are moving away from undifferentiated
campaigns to a more carefully tuned series of communications targeted to
suspects, prospects and current customers.” In addition “measuring multi-touch
campaigns by isolating specific touches in test and control experiments, then
connecting the final revenue outcome to the campaign series, to calculate
campaign ROI.”
It's just one of many things I've read recently claiming that much of the branding world is moving to direct marketing methodologies. Just found it interesting.
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