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The effects of marketing activities
How can we build an understanding of the effects of marketing activities? It is relatively easy to measure the response on one specific marketing activity: how many people or organisations respond to a mailing, a phone call or an invitation on a website? The total number of people approached or visitors is known and can be related to the number of responders. One can, however, wonder what this information actually tells you about the marketing effects. The question not addressed is what people finally bought and what the bottom line margin was on this transaction. It is also unknown who these customers were and what the contribution of the interaction was to their lifetime value. Did the marketing activity ...
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