Data Driven: Online 'Cousin' Metrics
To paraphrase Garrison Keillor, "We're all multichannel merchants now," necessitating an integrated, data-driven approach to understanding, measuring and managing our businesses. It used to be a simple and rote end-of-season report—but that was then, and this is now. Now, more than ever, you simply cannot manage it, unless you can measure it.
Ken Lane is senior marketing consultant at the Mission, Kan., direct marketing agency J. Schmid & Associates. He can be reached via e-mail at firstname.lastname@example.org.