Data Driven ROI Archives - Page 68 of 342

Warning: Your CRM System Is Not a B-to-B Database

Chief Marketer recently talked with John Coe, president of Sales & Marketing Institute, and Jim Wheaton, co-founder of Wheaton Group, about why it is essential for B-to-B marketers to have both a CRM system and a proper marketing database.

Acquisition

Mountain Dew Loyalists Win Return of Favored Flavors

This summer, Mountain Dew will return to store shelves some of its most loyal consumers favorite flavors. The beverages will return for a limited engagement as part of the “Back by Popular DEWmand” promotion.

Acquisition

Corona Talks Shop About Largest Retail Promo: Q&A

Corona has launched its largest retail promotion using unique codes placed on bottles and cans that are hidden in packages across the country.

Acquisition

Corona Hides Codes in Pack to Run Up Summer Sales

Summertime equals beer and Corona Extra wants there to be plenty to go around. And, so, it has begun what it is calling its largest retail promotion to date for its Corona Extra and Corona Light brands.

Data & Analytics

High Tech, Personalization Let Citi Refresh ThankYou Rewards Program

Citi has been actively innovating credit card rewards programs to make sure its cards are the ones consumers reach for when they make a purchase. The issuer has taken a multi-track approach, piloting new ways to customize point rewards but also testing some distinctly different ways to redeem those points.

Data Driven ROI

Predictive Modeling Helps Focus Retention Marketing Resources

Is it possible to know one’s customers better than they themselves do? When it comes to next-purchase or defection behavior, marketers can use predictive modeling techniques to identify target populations most likely to respond positively to a variety of efforts.

Consider the contrast of a campaign focused with great precision through predictive modeling with a randomly targeted mailing. Predictive modeling might determine that the top 10 percent of customers by revenue represent the top 30 percent of customers likely to leave for a competitor. This information yields a readymade list of targets for retention efforts.

Data & Analytics

Unified Databases, E-mail Hygiene Pay Out For Eldorado Resorts

At Eldorado Resorts, databases talk to each other before talking to guests. These conversations keep members of its loyalty program from being bombarded with too many solicitations—or, even worse, with inappropriate messages.

This quantity control effort is relatively new. Up through the summer of 2010, Eldorado’s various business departments, including its restaurants, casinos, showrooms, concert venues and hotels, maintained unlinked databases. Because of this, individual properties—like the Eldorado and Silver Legacy Casinos in Nevada, and an Eldorado in Shreveport—didn’t have a complete view of the value of their customers.

Acquisition

Subway CMO on the Brand’s “Commit to Fit” Sweepstakes (Take Two): Q&A

Tony Pace, the chief marketing officer at Subway, talks about Take Two of the “Commit to Fit” sweepstakes promotion and the health of sweepstakes in general.

Acquisition

Waking the Sleeping Beauty: Chivas

Chivas Regal has begun an integrated campaign to attract young men with a relatable theme that dates back to the day in 1801 when James and John Chivas laid down the first casks of the fine Scotch whiskey: brotherhood.

Acquisition

Offering 300,000 Prize Miles Tips Players to Other AA Services

The month-long promotion American Airlines is running for its loyalty members may just make those members forget the frustrations they encounter when trying to redeem those miles … at least for a bit. The sweeps, which began May 3, marks American’s largest promotion to date and with the price of airline tickets rising by the day, the thought of possibly winning 300,000 miles is pretty enticing.