Craig Kerr

Craig Kerr
RFM: The New Old Kid on the E-mail Block

Marketing executives are repeatedly challenged to get the best possible results from their e-mail campaigns. The challenge is all the more urgent during times of economic belt tightening, which is what we're currently experiencing. There are many analytic approaches that are touted as the latest and greatest at wringing out results. So, faced with the "analytic du jour," how's a marketer to choose?