Three Not-Trues

As marketers, it’s essential that we sometimes step back and challenge our own assumptions. In many cases, we take things for granted that are simply not true. Here are three. “Email marketing doesn’t really work.” Not true. E-mail marketing absolutely works. In fact, over the five days from Thanksgiving through Cyber Monday, it continues to…

The ABC’s of KPI’s

For centuries, businesses have been operating with two Key Performance Indicators, or KPI’s. You probably know them well: A profit-and-loss statement and a balance sheet. Indeed, these two KPIs can provide meaningful information about your business. Ah, but there’s so much more. With today’s free-flowing data, analytics capabilities, remarkable computing power and graphical user interfaces,…