Determining the Best Mix for a Marketing Campaign
Posted by 
on Wednesday, December 9, 2009 
at 11:56 AM 
in Many businesses see the value in using a mix of channels their marketing efforts. However, the question is: what are the key factors in determining the best product mix for a particular marketing campaign?
Here is my answer:
Determine the client’s long-term goals so you are prepared to handle growth or shrinkage of the application set with minimal administrative effort.
For example, if you have a direct mail client utilizing PURLs and landing pages, be prepared to take on the associated response activities (analytics, e-mail, VDP, fulfillment, etc.) to support the entire campaign.
The biggest cost comes from moving data between multiple systems, due to poor planning of what a client’s projected data workflow needs truly are. Considering upfront how to handle expanding requirements without running into software integration and implementation roadblocks will be the key to success.
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