We’ve all seen it: that circular diagram with all the steps direct marketers live through, starting with campaign planning and list acquisition, passing through inevitable data processing steps, and concluding with selection and source coding steps. Then there is a little arrow that connects the last step back to the beginning, capturing the responses we all hope to get out of campaigns. Anyone exposed to one-to-one marketing must have seen at least a few versions of “closed-loop marketing” diagrams. The diagram could take a different form depending on the presenter’s agenda, but the core of the idea is represented in a box called “response
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