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Summary

In today's integrated selling environment, having enough data isn't a concern for most marketers. In fact, often it's having too much data that derails even the most well-planned e-mail campaigns. With this in mind, the author takes a look back at a presentation by Al DiGuido, CEO of Zeta Interactive, an interactive marketing agency, at last November's All About eMail Virtual Conference & Expo, presented by eM+C magazine.

This is the first of his two-part coverage of this session, "Making Sense of E-mail Metrics," with part two appearing in the April 17 issue of All About eMail. Part two will recap the presentation of Ernie Vickroy, marketing operations director at Time. Part three, which will run in our May 8 edition, will feature a recap of a presentation by Jeff Mills, director of sales and strategy at eROI, an interactive and e-mail marketing agency.

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eMarketing and Commerce

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