An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing

FUN WITH ROI CALCULATIONS—EVEN IF YOU’RE NOT A MATH WHIZ

There are three kinds of people—those who are good with numbers, and those who aren’t.

—ANONYMOUS

Here’s one of the great things about the world we live in—it’s entirely possible to measure the return on investment (ROI) of your 1:1 marketing campaign.

If you’re thinking, “Well, of course I’m going to do that,” remember this—that wasn’t always easy to do. In fact, back in the Mad Men days of the 1950s and 1960s, the idea of genuinely measuring the ROI of an ad campaign was a pipe dream. If you tried to correlate a bump in revenues to a campaign you ran, you would quickly find a lot of other ...