A lot of good things have been said about Derek since he died in February, but I just wanted to add my little bit. I first met Derek back in 1982/3 when I was persuaded to lecture about financial evaluation on the Diploma. Just a bit of a seminar I was told, easy – although […]
Tag: direct marketing
10 for that? You must be mad
I’ve often heard people complain that they can’t afford to test their marketing, that it costs too much. That’s the first problem – treating it as a cost rather than in investment. When you test you are buying knowledge that will let you improve your return on your marketing investment. Marketing costs (time and money), […]
Repeat after me.
Had a very enjoyable and informative day yesterday at the Arts Marketing Association seminar on “Tracking Success: Measuring the impact of press and pr” given by Katie Moffat. A huge amount was covered, but one small piece rang a particular bell for me. A while back there was a big project by AMEC about measuring […]
Who’s to blame for that?
One of the issues in data collection is how we use it. I have always prescribed that data is used as an aid to decision making, but all too often is used as a method of control and apportioning blame. A recent report on the use of, and future direction for, data in the US […]
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