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Make sure you’ll be able to use metrics to see how well you’re doing. Cold calling/emailing – These types of sales campaigns are often a cost-effective way of generating new sales, provided you’re targeting an audience who is actually likely to have a need for your product or service.
A 2 minute iPhone video from your CEO would have such a bigger impact than a highly manicured campaign or corporate sounding email. What does a thoughtful campaign look like? De Beers made such an investment, even though a brand campaign could only soften the decline in sales during the 2007–08 crisis: Ally faced a different challenge.
Hundreds and hundreds of referring urls and campaigns and page names and so on and so forth. As if massive data we have is not enough of a problem, we also rely on Averages, Percentages, Ratios and Compound/Calculated Metrics in a profoundly sub optimal way, as a drunken man uses lamp-posts – for support rather than for illumination.
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