for instance, in the context of lead acquisition for an online subscription business:
1. in general:
how to optimize a media mix, assuming that you have a $2 million annual media budget, eg how much go to natural/paid search, banners, emails, etc - all in context of PROSPECTING/ ACQUISITION
2. by channel:
- banners: how ad networks work, CPM vs CPA; what to avoid, what to look out for, what are areas of opportunity?
- email prospecting: common mistakes when renting a list
- co reg - what works/what doesn't
- affiliates: how to manage ad networks (RO WISE, AZOOGLE, etc) and their affiliates - eg how to make sure that affiates don't bid for keywords against you?
Thank you!
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