Data Driven ROI
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Data Driven ROI
Short-Term Behavior, Long-Term Value
Direct marketers put a huge amount of time and money into examining, testing, analyzing, and fine-tuning their marketing on a campaign-by-campaign basis. The results of a single campaign are judged by response rates, average spend amounts, and often, the ROI generated by that campaign.
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Data Driven ROI
Merchants, Consumers Have Different Priorities
While merchants and their customers believe that superior customer service is extremely important, the two differ on the most important customer service elements, according to a new national survey conducted by the NRF Foundation, an arm of the National Retail Federation, and the American Express Co.
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Data Driven ROI
Web Buyers, Catalog Buyers: Together but Not Equal
According to CATALOG AGE’s Benchmark Report on Operations, which will appear in the April issue, a mean 35.5% of catalogers’ orders come via the Web. So it stands to reason that Internet buyers account for a growing share of catalogers’ print circulation
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Data Driven ROI
Emotional Relationships Gives Marketers a License
Having an emotional bond gives a marketer a license to go places with a consumer they wouldn’t be welcome otherwise. As an example of this, Bob Wallach, senior vice president of marketing, refrigerated division, ConAgra Foods, cited the Walt Disney Company. Disney used the warm feelings the public had for its characters to make the leap from movies to theme parks to a myriad of other opportunities like cruise ships.
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Data Driven ROI
The Three Faces of Consumer-Focused Innovation The Three Faces of Consumer-Focused Innovation The Three Faces of Consumer-Focused Innovation The Three Faces of Consumer-Focused Innovation The Three Faces of Consumer-Focused Innovaiton
Meeting the consumer’s current needs isn’t enough to guarantee success. According to Forrester Research, a marketer must also anticipate future needs. In a recently released report, Forrester analyst Christine Spivey Overby dubs this proactive approach “consumer-focused innovation” and outlines its three basic principles
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Acquisition
Dreyer’s Dishes Up Block Parties
Dreyer’s/Edy’s salutes friendly neighborhoods with a summer contest awarding all the fixings for a block party. Neighbors nominate their own block online The Two Scoop Neighborhood Salute asks consumers to visit Icecream.com to write an essay …
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Acquisition
American Airlines’ Rewards Storytelling
A little incentive goes a long way, especially when it concerns a year’s worth of free travel. American Airlines is offering consumers a chance to win a year’s worth of travel for sharing their unique stories about why they fly as a way to motivate …
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Acquisition
Big Idea Cooks Up VeggieTales Promos with Applebee’s, Tyson Foods
Big Idea, a subsidiary of Classic Media LLC, and Applebee’s Neighborhood Bar and Grill have kicked off a three-month long promotion tying in kids meals with the latest VeggieTales episode release. Applebee’s, Tyson Foods offer separate promos for …
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Acquisition
Yahoo Offers Fantasy Players MLB Job
To coincide with the launch of its 2005 fantasy baseball games, Yahoo Sports has kicked off a sweepstakes that will land one user a real front office job with the San Francisco Giants. Twelve users, chosen through an online contest that combines …
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Acquisition
Scott’s, Home Depot Launch RoundUp with Sweeps
Scott’s gets a jump on summer The Scott’s Co. is prepping gardeners for summer through a joint promotion with Home Depot. The Extend Your Summer sweepstakes backs the latest line extension of Scott’s RoundUp weed control brand. RoundUp Extended …