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deciding the
channel
presented by Lindsey Fair
info availability
        what contact info
        do you have?
channel tolerance
         do they like to
         communicate that
         way?
offer immediacy
         is there a short
         timespan, or a
         specific date for
         redemption?
necessity of virality
            does it need to go
            viral, or is the list
            enough?
level of trackability
           do you need to
           collect full data?
estimated cost per response
               Gross Rating Points
               (GPR) vs Cost Per
               Response (CPR)


               CPR
               Total cost of a DM
               campaign / # of
               responses that
               campaign generated

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