A
few weeks ago, my friend Eric Smith from online retailer One Click Ventures asked me who “owns” conversion. At
the time, I thought he wanted to know who I believed was
responsible for establishing conversion rate objectives and
measuring against them, so I replied, “Marketing.” Upon further
thought, I think he was ultimately getting at who – in any given
company – is “accountable” for conversion. And to that I have a
very different answer.
I began my career in 1994 buying media for a large fast-food retailer we’ll call “Softee’s.” Mine was a five-state territory with a multimillion dollar...
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There
is no doubt that the CMO and CIO roles will merge in the near
future. Gartner predicts that the CMO will control the majority of
the IT budget by 2017. This means that the Chief Digital Officer
will play a large part in the future of any organization.
A
recent 
With
the right marketing automation solution, you can automate both
simple and complex marketing activities with just a few clicks from
one-off to batch messaging, data movements, integrations, and
report delivery.
The holidays are the time of year
when email marketing becomes a contact sport. Retailers are
notorious for cranking up the email volume during the holidays,
especially around Black Friday/Cyber Monday (the weekend after
Thanksgiving). Everyone knows that there's a delicate balance
between pushing a few more emails and burning out your list with
unsubscribes and complaints. So what can we do to accommodate
the extra emails, cut through the clutter that your competitors are
so inconsiderately creating, and keep our lists healthy?
