Bellevue, Wash.

Spyro Kourtis serves as the CEO of HackerAgency. Spyro has produced marketing strategies that have generated over a billion dollars of sales for companies like AT&T, IBM, Box, Hyatt, Carnival Cruise Lines, Chipotle Mexican Grill, Kawasaki, Microsoft, Comcast, Netflix, and more. He prides himself on helping companies grow through creating data-driven selling systems, focusing on provable, repeatable results. Sypro is also a popular writer and speaker, appearing at top national conferences, bringing to life concepts and theories of direct marketing principles. A lover of the environment, he founded the Green Marketing Coalition, which is comprised of a group of marketers who meet to define and establish green marketing standards and guidelines.

Marketers who collect data will lose it. An incident will impact their brand's reputation and consumer trust, as well as that of partners and customers. So planning and data stewardship is everyone's responsibility. Those are the three rules of data breaches, as outlined by Craig Spiezle, executive director and founder of Bellevue, Wash.-based trade organization Online Trust Alliance (OTA).

A company could sit back and wait for customers to post something nice about its products and services on their social media pages. But why not be proactive and help stimulate and facilitate this word of mouth? That's the concept behind the test Bellevue, Wash.-based travel firm Expedia recently launched with the support of Compendium Blogware, a blog software company in Indianapolis.

The last click hardly tells the whole story to those who want to properly attribute sales to their marketing efforts, said Esco Strong, director of the Microsoft Advertising Institute. Speaking during a session in November at ad:tech New York, Strong suggested that for the last click to happen, the rest of the funnel needs to be there. For the rest of the funnel to exist, its creators need to be paid.

The will to go green has never been stronger among direct mailers, vendors or their clients. Stifling such willingness, however, is confusion and uncertainty about how to begin the transition to more environment-friendly practices.

General advertisers believe they are losing control of their brands. They’re wrong. They’ve never had control! Advertising is focused on changing the way people think, while direct marketing changes the way people act. Here are three ways to get your brand back: 1. Behavioral targeting is easy when your product/service is associated with a particular activity or pursuit. It can still be done, even with more general products and services—but it’s a bigger challenge. 2. If your marketing program is broken, you need to test everything. If your program is healthy, spend about 20 percent of your budget testing. If it’s somewhere in

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