Marketing ROI Archive
Bigger Carts Mean Better Shoppers
Most retailers are adept at persuading shoppers to buy a particular item. Increasing the lifetime value of customers by turning those one-off item purchases...
Click to Change
A foray into viral marketing by the Bon-Ton Stores Inc. yielded a six percent response rate. That isn't too shabby, even if the responses were in the...
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...
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...
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...
Using Your Data to Know Your Customers
Marketers are bombarded with solutions, plans and tips to increase campaign response rates, especially during economically trying times. But they can’t use a campaign management solution without a solid foundation of clean, enterprise-level usable data...
Petco Boosts Sales with Automated Product Recommendations
Petco Animal Supplies Inc. reported its online sales increased 26% and the number of items per order has risen by 30%, since it implemented an automated product recommendation system. ...
Challenges of Measuring Word of Mouth Campaign ROI
In 1995, Ethernet pioneer and 3Com founder Robert Metcalfe articulated Metcalfe’s Law. The law states that the usefulness or value of a networked system equals the square of the number of users of the system...
Ready For What Happens Next?
The brave new world needs a brave new marketer. Being a traditional CMO — a schooled and experienced marketer — is no longer enough...
Pass-Along Referrals Pay Off
Want proof that referral-marketing strategies are a cost-effective way to grow your e-mail file? Here are two informative numbers...
Forging the Relationship Chain
Two minutes into a car trip, the plaintive voice comes from the back seat: "Are we there yet?" Parents know these words—and so do loyalty marketers, although the back-seat question marketers face usually isn’t plaintive...
Non-Profit Giving Drops in First Quarter
The total number of donors to organization in the Target Analytics Index of National Fundraising Performance dropped by 4% between the first quarter of 2007 and first-quarter 2008. Even more disturbing, donated revenue fell by 1.8% during the same period....
The Long and Short of It
Pity the marketer sitting in room 1A21 during the recent DM Days New York Conference & Expo. In one morning session, he learned about measuring customer...
Below the Line and Thriving
It's no secret that in these tough economic times direct marketers have to be able to justify their investments. So it should be no surprise that their...
A Slip Between Cup and Lip
March was a busy month for Starbucks. It introduced a new blend, Pike Place Roast, as well as French press and espresso machines to turn out higher-quality...
Shop.org Study Shows Healthy E-mail Metrics
E-mail to house files is the No. 1 marketing tactic used by online retailers with 92% saying they use it and 93% saying they plan to give it higher priority in 2008, according to Shop.org’s State of Retailing Online 2008: Marketing Report. ...
Down and Dirty
If you're a small marketer, chances are good you've got more promotional chutzpah than budget. The Complete Idiot's Guide to Guerrilla Marketing, by Susan...
Have Brand, Will Travel
With the dollar hitting new lows against other currencies, it seems the United States is headed for a recession. Does that mean direct marketers considering international expansion should put those plans on hold? Not necessarily....
Jack's Facts
At the DMA's recent Catalog on the Road Day in Cambridge, MA, Jack Rosenfeld told the audience that decades ago someone asked him what direct marketers' three biggest challenges were. Simple, he said. “Postage, postage, postage.”...
Price Point, Price Counterpoint
What's a direct marketer to do when the CFO insists on raising prices to boost quarterly revenue? Assault is frowned on in most workplaces. So the best...
Database Spendthrifts
DMers may be spending less on some things this year, but not on database systems and analytics. A new survey from Alterian shows that 67% of the companies...
Tide Turns for A&P
Here's a marketing insight you probably didn't know: Cleaner supermarket shoppers tend to be better fed. Well, one could infer that by looking at A&P...
The Next Big Boom
Look around at your top account execs, creatives, copywriters and Web designers. Think you'll still have all that expertise in 10 years? Maybe not. In...
Taking a Flier
A&P Canada Inc. uses analytics for more than segmentation. It applies the same insights when distributing fliers. Like most supermarket chains, A&P had...
A Bigger Bang
Congratulations! You are wisely spending your marketing dollars on single campaigns, and the results show it. But are you looking at the big picture?...
