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Considerations for Measuring Catalog Influences on Web SalesBoth traditional retailers and pure-play online e-tailers use multiple channels to attract buyers and drive sales. For digital efforts that can be linked... |
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Marketing/ROI Archives
Café Express Gets Customer Insight From Free Breakfast Offer | Morning (Word) of Mouth
Ask Michelle Gardner, and she'll probably tell you breakfast is the most important meal of the day. Gardner, marketing manager at Caf Express Restaurant...
A Better Handle on Your ROI Will Boost Marketing's Status in Your Organization
Billboards and brand advertising. Trade shows and podcasts. Social media and search. Direct mail and print. The ever-evolving and ever-more-crowded media...
Measuring Web 2.0 can influence campaign design
As recently as a year ago, most conversations about brands took place in private, either in person or by e-mail. Marketers spent a lot of time trying...
How to Nurture High-Profit (and High-Potential) Customers
Accepted wisdom cautions against measuring customers by how much revenue they generate. The key metric is their profitability. Measuring profitability...
Report: Marketers Place Priority on Nurturing Existing Customers
Nuts and bolts issues like customer satisfaction and retention top marketers' list of concerns. Worrying about the long tail is a thing of the past....
The Holes in Dunkin' Donuts' Word of Mouth Campaign
Dunkin' Donuts used word of mouth to promote a new coffee drink. Three out of four markets tested showed a lift....
Assessing the Value of Word-of-Mouth Campaigns
Marketers must be able to idenfity advocates and measure impact, or word of mouth won't work. Here's how to bring hard, quantifiable data to program evaluations....
E-mail Marketing Becomes More Customer Oriented
E-mail marketing is becomng more customer oriented, with sophisticated trigger-based approaches. Let's review past and present e-mail strategies....
Predict Customer Behavior and Engage High Potential Customers
A shift to customer-centric, as opposed to product-centric, analytics will do more than reorient ones business practices: It can also help organizations identify and engage their highest-value customers. ...
Take Belt-Tightening Up A Notch
Retailers can make the best of tough times by understanding customers better. Precima’s Brian Ross offers insight into using customer-focused analytics to zero in on the buying patterns and lifestyle traits of today’s belt-tightening consumers. ...
