Data Driven: Planning for Profitability
By planning to be profitable and spending the time up front, your campaigns will produce higher ROI. Isn't this something we should all be doing? In my next column, we'll explore how to understand and apply online marketing metrics to a P&L statement.
Philippe Graner is director of marketing strategy at the Misson, Kan., direct marketing agency J. Schmid & Associates. He can be reached at firstname.lastname@example.org