Our journey into high-yield marketing strategies began with a discussion of reach and frequency: The size and identity of the group to whom you are promoting your meeting, and the number of messages they receive about it. Next, we introduced the idea of accuracy: zeroing in on individuals-prospects-who are most likely to attend. With this, we also introduced the idea of quantifying prospect activity in terms of recency (R: how recently they attended), frequency (F: how many times they have ...

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