ACCOUNTABLE MARKETING:
the economics of
data-driven marketing.
A new book on all aspects of getting higher return from your marketing investment. Includes a CD with 35 interactive templates.
Probably the most important and least understood aspect of direct and data driven marketing is the concept of Allowable Cost Per Order (ACPO).
The Allowable Cost Per Order (or customer, subscriber, policyholder, club member, etc.) is the amount of promotional money the marketer can afford to spend to cover all operational costs and make a mandated contribution to profit.
The ACPO Model and its accompanying 140 page Manual Guide is an essential menu-driven tool for all practitioners of direct and data driven marketing (DDM) & CRM. Its low cost allows it to be used by companies large and small to improve DDM productivity and effectiveness.
The result of more than five years of development, it allows the user to:
- Easily do all the essential economic planning for any type of DDM and CRM program, calculate the ACPO and deliver a comprehensive business and promotional plan
- Develop promotional plans for DDM in all media and determine which are most likely to deliver the best results
- Evaluate your DDM project in both micro and macro economic terms
- Manage promotional campaigns and track test and rollout results against your plan.