The holidays are a time of wonder, merriment, gifts and…as usual, discounts. As marketers, it presents a crossroads: We could stop short and measure the ROI of holiday discounting in that same holiday window. Or, we could extend the ROI window into 2016, using our valuable gift of new, rich customer data from this past holiday season as a catalyst for smarter 2016 marketing plans. Every January, every brand has an opportunity to make a new and better decision on how to use its new....

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