Mad Men Meet the CIO - Learning as You Go
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4. Harvesting Insights. With the marketing budget under pressure, that team wants to do all it can to report on its effectiveness to management. The Interactive Advertising Bureau’s “Rich Internet Application Impression Measurement Guidelines” calls for specific identification techniques—including activity-based filtration to identify new robot-suspected activity—that can boost readership rankings.
Don’t expect the ad team to periodically monitor its pattern-analysis decision rules to protect their campaigns from robot/spider inflationary activity without your help.
Beyond measuring campaign effectiveness in simple terms of reach and frequency, the IT team’s data analytics capabilities can be deployed to gain new insights on customer satisfaction, market segmentation, pricing and discounting.
The CIO can help marketing run campaigns that are more effective and lower-cost, targeted at attractive customers, and have a stronger potential to deliver a positive ROI. IT leaders can help track the effectiveness of coupons and complex trade promotions. And the IT department can help build better customer relationships, using insights about your customers’ behaviors, preferences and purchase history to continually develop targeted offers.
This level of personalization will help you deliver the right offers to the right customers at the right time and ensure that your company’s marketing dollars are spent most effectively.
Scott Likens is a partner with Diamond Management & Technology Consultants
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