This new book is intended to be an essential reference for anyone who wants to understand and profit from direct marketing technology in the digital age. It defines terms across many channels, including channels that are new to the direct marketing community. It also deals with established direct marketing channels that have been delivering results for direct marketers for decades. Whether you want to learn the definition of a digital TLA (Three Letter Acronym) or a direct mail technology term, The Language of Marketing Technology is the first place you should look.

. . . a great reference for new and experienced marketers.

Brian Rainey
President
Path to Response

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. . . A godsend to the netizen-deprived manager.

Don E. Schultz
President
Agora

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What a great resource: A book that puts all the terms at your fingertips.

Jim Kobs
President
Kobs Strategic Consulting
Author of Profitable Direct Marketing

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. . . book is fantastic becuase it can be used for all levels of management and applied to every customer touch point.

Cindy Marshall
President
NEMOA

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An essential tool for marketers and technology providers alike.

Auren Hoffman
Senior Marketing Manager
Norvax, Inc., a Fortune 500 Company

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E-mail marketing is unique because it can be a truly personalized communication between a company and a single recipient. That’s immensely powerful, but only if a marketer understands the science of learning from the customer. At the same time, they must be able to accurately measure the lifetime value of a subscriber in order to properly allocate resources. Hughes and Sweetser explain how to measure that value in elegant and accurate language. They build upon that to help the marketer determine the ROI of their email communications with easy to understand calculations that can be used by all e-mail marketers to measure their own success and continually improve upon it.

Stefan Tornquist
CEO
LiveRamp

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. . .  brings clarity to this ever-more-complex data-driven world.

Kelly Browning
American Institute for Cancer Research

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Not just intended for traditional students . . . a welcomed addition to any marketing practitioner's bookshelf.

Chad Mezera
Communications Program Head
West Virginia University

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. . .  An important new resource for us all.

Ruth P. Stevens
President
eMarketing Strategy

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Buy this book and dispense with buzzwords—or at least know what they mean and how to use them!

Joe Zawadzki
CEO
MediaMath