An email just arrived in my inbox at 15.50hrs today, Friday, from ASOS (on-line fashion retailer). The subject line read – Open me quick! I expire at 6pm. The email then told me that if I ordered items now I would get free next-day delivery (yes, delivered on Saturday – it said!) and free returns. [...]

I have always been a fan of marketing being accountable. A payback analysis should be part of the development of any campaign. However, in these increasingly digital-days, we measure just the last ‘click’, ignoring all the marketing that may have gone before to build brand awareness, or the multitude of emailings that generated initial interest. [...]