Channel | Data Driven ROI

GMC, a division of General Motors, is steering its largest marketing campaign straight to Monday Night Football where it dangles 16 trucks in 16 weeks as sweepstakes prizes.

Canon USA, Inc. has tapped former NFL quarterback Archie Manning and sent an e-mail blast to more than 2 million Canon loyalists as part of a campaign that dangles a trip for four to next year's Super Bowl as a grand prize.

The Home Depot is putting on a show this month with a cast of diverse brands.

As we look into the future of loyalty-marketing innovation, three major trends will emerge. In fact, some leading-edge companies are already taking advantage of these concepts and tactics

You may not have been able to carry on your toothpaste or drinks on your last flight, but many tried out sudoku puzzles or helped the person next to them work the solutions.

Jay Pearcy got some great news: he is the winner of an Anheuser-Busch contest that sends him and three buddies to one of the world's most popular destinations for beer lovers—the Oktoberfest in Munich, Germany.

Pokémon USA is riding high with Amtrak and Viz Media under a new sweepstakes that will send a family of four to the Big Apple to tour the company's headquarters.

In the pressure of today’s business environment to produce quantifiable results, the challenge of measuring marketing effectiveness has been, well, perverted.

For all the noise about marketing analytics' importance, there's very little actual spark. A survey of marketing professionals revealed that more than half believe their dashboard use, marketing ROI technology use or projections employing ROI planning is weaker than it should be.

If you’ve been in direct marketing for more than a few months, you already know the basics of setting up test cells that will deliver statistically projectable results measurement. However, you should consider creating an enterprise-wide control group--to help you determine the value of your database marketing program.