Channel | Data Driven ROI

Jeans brand Mudd is rolling out a new back-to-school campaign that uses a backdrop of real-life girls and their charitable causes to target other teens.

Marketing ROI spoke with Craig Wood, CEO of The Clarity Group, Inc. (http://www.claritygroupinc), a consultancy that uses consumer data and analytics to provide insight into the faith-based and non-profit community, about the use of metrics and measurement in religious marketing.

Online catalogs are playing an increasingly important role in the multichannel revenue mix. In 2002, they made up 14% of overall sales. Last year, this more than doubled to 30%.

Big-budget search marketers are entering the search channel, and they’re bringing sophistication in the shape of more intensive use of Web analytics and bid management tools.

Contribution analysis is one of the foundations for many of the other types of analyses (list response, customer lifetime value, and square-inch analysis, to name just a few) that successful catalogers use to better understand how to profitably grow their businesses.

Starbucks is out with an interactive scavenger hunt that will get consumer texting on their cell phones for a chance to win a trip to Costa Rica.

Casual apparel chain Steve's & Barry's University Sportswear has launched a new marketing campaign built around Universal Pictures' upcoming release of You, Me and Dupree. The program dangles an in-store sweepstakes that will send the grand-prize winner on a trip to Hollywood.

The Hooters Restaurant chain, best known for waitresses who serve piles of buffalo wings wearing skimpy, tight-fitting uniforms, has found itself in hot water over a Los Angeles bikini contest to raise funds for charity.

Chevrolet is driving into Major League Baseball's (MLB) All Star Game with a host of promotional activities in tow, including interactive events, an online sweeps, fan activities and giveaways.

Playing on the "priceless" fun of spontaneously hopping a plane to a dream destination, MasterCard Worldwide has launched a summer sweepstakes that will award a grand prize of 500 round trip airline tickets to anywhere in the world.