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Joseph Jaffe

'ACRA' Defined, Part 2: Conversion

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

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

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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