Joseph Jaffe

'ACRA' Defined, Part 2: Conversion

November 6, 2001

You may think of conversion as getting a consumer to make an initial purchase on your site. But there's much more to it, as Joseph explains.

I'd Rather Ask for Forgiveness Than for Permission

October 30, 2001

As we become more experienced online, the tendency to opt out increases and to opt in decreases. Pity the new marketer on the block trying to build its database.

'ACRA' Defined, Part 1: Trawling for Customers

October 5, 2001

I've come up with an acronym that I believe encapsulates and encompasses the full spectrum of our marketing responsibilities: ACRA, which stands for acquisition, conversion, retention, and attrition. You're probably well versed on acquisition and conversion, but you may be wondering if retention and attrition are, in fact, the same.

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