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January 14, 2009

Marketing ROI:

Measurement, analytics and accountability
IN THIS ISSUE
 Challenges of Measuring Word of Mouth Campaign ROI
 Take The Pulse Of The House File
 Wal-Mart Won't Share Data for In-Store Marketing Metric
 Nine New Year's Resolutions

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Change Your Marketing Diet: Get Fat In 2009
You say you want marketing news and commentary? Well, you came to the right place. The Big Fat Marketing Blog is updated daily by the editors of Chief Marketer, Direct, Promo and Multichannel Merchant. Opinions? Oh yeah, we got em'. Don't say we didn't warn ya' Learn more

Challenges of Measuring Word of Mouth Campaign ROI

By Rick Ferguson

People talk about word of mouth advertising, but are marketers prepared to measure it? LoyaltyOne’s Rick Ferguson mulls the value of consumer chatter – and, when all is said and done, how its value can be evaluated. For his thoughts, click here: directmag.com/roi/0114-word-of-mouth-campaign-roi

Take The Pulse Of The House File

By Gina Valentino

Think recency, frequency and monetary analysis is only good for segmenting campaign prospects? Think again. Gina Valentino, president of consulting firm Hemisphere Marketing, argues that insights into conversion rates, and therefore customer affinity, are within it for the taking. For the keys to these gems, click here: multichannelmerchant.com/lists/0109-house-file-rfm/index.html

Wal-Mart Won't Share Data for In-Store Marketing Metric

By Brian Quinton

The world’s biggest retailer has decided it wants out of a pilot metrics program from Nielsen Company. Nielsen’s hanging tough, but will the support of manufacturers such as Procter & Gamble, Unilever and Kraft Foods be enough to sustain the effort? Click here for more details: promomagazine.com/news/walmart-wont-share-data-1223/index.html

Nine New Year's Resolutions

By Larry Becker

Finally, nestled in nine New Year’s resolutions from Web site consultant Larry Becker are several considerations regarding analytic activity for 2009. Put away the noisemakers, toss off the last bit of champagne and click here for guidance on metrics-focused (and other) activities: multichannelmerchant.com/ecommerce/0109-improve-site-tips/index.html

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