UKNM: re: uknm: cost of capture

[alison arney]

peter,


not the answer you want to hear i'm sure, but the numbers really have to be

put in context to be in any way meaningful.


is your objective numbers or a consistent audience-base?


you can manage to spike response with effective promotions which make cost

of acquisition fabulously low but you don't always achieve retention.

normally i'd put this down to the appeal of the site you're promoting -

nonetheless sometimes being more selective with the target audience (lists,

traditional media, banner ads whatever you're using to driving traffic

with) can zoom up the cost of acquisition but in turn drive down the cost

of retention.


alison arney

marketing director - it week



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