Lifetime Value: Acquisition Costs Across Different Media

The same rules of testing, measurement and offers apply to all media. Your pot of gold might be hidden on the Web, or it might be hidden in the sports section. Either way, I hope you find it.

Alan Weber is CEO of DataPlus Millennium LLC, a provider of marketing database consulting and analytical services. He is co-author of “Desktop Database Marketing.” He can be reached at (913) 432-8311 or via e-mail at alan@marketinganalyticsgroup.com.