Facing pressure for heightened accountability, many marketers are putting much more emphasis on measuring actual performance of their programs.
Having helped many clients build state-of-the-art direct marketing strategies, I have compiled five typical mistakes companies make in designing their marketing strategies. Hoping we can all learn from the mistakes of others to build better and more effective campaigns, I suggest these mistakes as five ways of increasing marketing effectiveness through better planning — rather than better measurement after launching a plan.
