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German Sacristan is ROMI (Return on Marketing Investment) Developer for Kodak and the author of The Digital and Direct Marketing Goose: 16 Tips and Real-life Examples That Will Help You Lay More Golden Eggs. His work is focused on helping marketers gain increased ROI through the use of data and effective marketing techniques. We spoke to him recently to learn more.
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Cary Sherburne is a well-known author, journalist and marketing consultant whose practice is focused on marketing communications strategies for the printing and publishing industries.
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Discussion
By Pat McGrew on May 03, 2013
My friend German has hit the nail on the head. I would love to have banners and billboards scream "But keep in mind that campaigns don’t fail because of the technology. They fail because the strategy is wrong." as German says. I hope everyone who is working in the customer communication management and customer relationship management spaces will read German's book! He did a great job of making the requirements and strategies accessible.
By Cary Sherburne on May 03, 2013
Thanks, Pat! I just wanted to add this note, since it only appears in the abstract and readers may miss it. The book is well worth reading. Each use case is supported by a PODi real-world case study. Great approach!
German Sacristan is ROMI (Return on Marketing Investment) Developer for Kodak and the author of The Digital and Direct Marketing Goose: 16 Tips and Real-life Examples That Will Help You Lay More Golden Eggs. His work is focused on helping marketers gain increased ROI through the use of data and effective marketing techniques.
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