Vol. 3 , No. 2     January 14, 2003

In this Newsletter:

Don't Miss the Top Ten Section Halfway Down!

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Jim Sterne
The Feedback Loop Gap

We have the data. We have the pretty reports. But we do not have an educated team who can take the resulting statistics and turn them into meaningful plans.

The process of creating Web strategy and executing on Web tactics has gone missing. What's to be done?

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Mitch McCasland
The Rise and Fall of the McEmpire

The McEmpire is in turmoil, and McDonald’s management may now be witnessing the decline of its own empire.

Regrettably, the company’s direction and focus over the past decade has as much to do with the decline as does the pressure from competitors. Can a new focus help...or it is too little, too late?

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Kristine Kirby Webster
Uncommon Branding

As the New Year breaks, Kristine revisits her library of marketing books to share what she thinks is the must-have branding book of 2002.

So which is the winner? It's not as common a choice as you might think.

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A Note to Readers

Measuring Success

Greetings, discerning readers! 

This week, please welcome and give a big group hug to our latest regular columnist, Jim Sterne of Targeting.com.

Jim debuts his column on Web metrics – more specifically, how to take the mountain of data we collect in server logs and turn it into meaningful plans of action. As he writes in his lead paragraph, “The process of creating Web strategy and executing on Web tactics has gone missing.” 

Jim should know a thing or two about Web metrics, having written the book on it (Web Metrics: Proven Methods for Measuring Web Site Success, published last year by John Wiley & Sons). He’s also an all-around g reat guy, good friend, and one of the brightest minds in the business. 

But don’t take my word for it. Read Jim’s column, and let me know what you think. 

As always, your feedback is both welcome and encouraged. 

Until next week,  
 
Ann Handley
ann@marketingprofs.com
Chief Content Officer
MarketingProfs.com

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Tamara Halbritter and Kevin Sullivan
Online Newsletters: Demonstrating Value

How do you deliver value to your subscribers?

In the B2B world, by helping readers solve their day-to-day problems, keeping them better informed about industry trends, delivering business critical information, and saving them time.

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Karin K. Schaff
Avoiding Partnership Pitfalls

Partnerships are nothing more than two companies coming together to leverage each other’s products or services. Before you decide to plunge head first into the next great partnership opportunity, here's what to look for.

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Glenn Gow
Why ROI Doesn’t Work (Part 2 of 2)

Most companies do not use ROI tools effectively. Here are the steps you'll need to successfully complete the sales process.

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Tig Tillinghast
Dear Tig: Mission Statements Vs. Vision Statements, and Branding as a Management Tool?

Tig explains the difference between a mission statement and a vision statement, and gives his take on brand as a tool to lead a company.

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Contact

Publisher:Allen Weiss
amw@MarketingProfs.com

Content: Ann Handley
ann@MarketingProfs.com

Partnerships:
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