Why do so many companies insist on focusing their mail campaigns on their most valuable customers? The problem, as research points out, is that many times their analyses of marketing campaigns ignore the cross-channel effects between communication and sales, so they reach the wrong conclusions. They fail to consider the influence that direct mail has on online sales or that digital campaigns have on brick-and-mortar stores.
Authors: Albert Valenti, Gokhan Yildirim, Koen Pauwels, Shuba Srinivasan
Source: IESE Insight
Subject: Marketing / Sales