2007

• Segmenting for Success in Today's Marketplace
  Donald Ryan, Senior Partner and Director, Consulting Services, iKnowtion
  Target Marketing, December 19, 2007

It is axiomatic that not all customers are alike. These differences are why customer segmentation is an essential element of every marketer’s analytic toolbox – at least every marketer who wants to maximize both the effectiveness and the efficiency of his marketing investments.

• Have it All! Raise ROI & Add Customers
  Donald Ryan, Senior Partner and Director, Consulting Services, iKnowtion
  iMedia Connection, May 31, 2007

Market growth often comes at the expense of efficiency, and vice versa. iKnowtion's senior partner and director, consulting explains how to accomplish both.

• Knowing Customer Affinity with the Brand
  Donald Ryan, Senior Partner and Director, Consulting Services, iKnowtion
  DM News, May 4, 2007
  
  The increased ability today to track customer transactions and interactions, whether online or offline, offers marketers a new way to assess each customer's affinity to their brands. iKnowtion's senior partner discusses how a "brand engagement score" can be developed and used to make key marketing decisions.
  
  

2006

• How to Know What Media Are Working
  Donald Ryan, Senior Partner and Director, Consulting Services, iKnowtion
  iMedia Connection, October 10, 2006
  
  iKnowtion's senior partner shows how marketing mix modeling can significantly alter the way marketing effectiveness is evaluated.
  
  

• Using CRM insights to improve demand generation efforts
  William E. Duffy, Founder and Managing Partner, iKnowtion
  Thewisemarketer.com, February 2006
  
  William Duffy of iKnowtion explores the reasons why more marketers haven't used what they've learned about CRM to improve the effectiveness of demand generation.
  
  

• Quantifying Advertising’s Impact on Business Results
  Doug Rae & Doug Ryan, iKnowtion
  DM News, January 30, 2006
  
  Understanding and quantifying the benefits of advertising is a problem as old as advertising itself. The problem stems from the many purposes advertising serves: building awareness of products, creating brand equity and generating sales. Each of these objectives is not easily measured or related to the advertising that may have affected it.
  
  

2005

• Kodak E-Mail Influences Online, Offline Behavior
  Donald Ryan, Senior Partner and Director, Consulting Services, iKnowtion
  DM News Essential Guide to E-Mail Marketing, October 2002005
  
  

• Considering Uncertainty When Managing Marketing Investments
  Donald Ryan, Senior Partner and Director, Consulting Services, iKnowtion
  Response Magazine, March 2005
  
  

• Performance Simulation
  Donald Ryan, Senior Partner and Director, Consulting Services, iKnowtion
  B to B Magazine, March 2005
  
  

• Leveraging CRM Insights to Improve Demand Generation Effectiveness
  William E. Duffy, Founder and Managing Partner, iKnowtion
  Destination CRM, May 2005
  
  

2004

• Accounting for Non-Attributable Business Results
  Donald Ryan, Senior Partner and Director, Consulting Services, iKnowtion
  December 2004
  
  

• ROI By the Numbers: Measuring return on investment can be tricky, but it's an important step in any direct campaign.
  Bridget McCrea, Response Magazine
  Response Magazine, November 2004
  
  
  
• Getting Your Wish List: List firms deliver focus in fuzzy times.
  Doug McPherson
  Response Magazine, October 2004