Channel | Data Driven ROI

One local soccer team will score a chance to win a private coaching session with a U.S. Men's National Soccer Team member Landon Donovan under a new sweepstakes from Claritin-maker Schering-Plough Corp.

Nestlé Ice Cream is running its kids' recipe contest again, dangling a grand-prize trip to its headquarters as "flavorologist" for a day.

Tulsa-area McDonald's restaurants are launching an interactive promotion targeting cell phone owners with a mobile scavenger hunt and electronic coupon offer.

Arby's is boosting its recent sponsorship of The Apprentice with an online sweepstakes and an interactive Web site tied to its new Chicken Naturals product line.

Two major airline carriers are celebrating 25 years in the loyalty business with two separate sweepstakes that give away new Saturn roadsters and millions of frequent flyer miles.

Procter & Gamble

Here’s an odd sort of metric for marketers to track: In how many ways can their companies shoot them in the foot?

According to an October 2004 study by Patrick Marketing Group, 8% of marketers surveyed said accountability had increased in their marketing organizations over the last 24 months—and 59% of those said marketing programs must show a return on investment. But that’s a daunting assignment for many business-to-business marketers.

Advertising exists to help companies make money. That's it. There are no moral victories in marketing.

Looking to increase returns? Go digital. Whether campaigns are sent to outside mailing lists or house files, marketers anticipate—and have seen—higher responses to their e-mail efforts than they have to traditional mailings, according to two studies by Direct magazine.