Performance of methods of database capturing in email marketing campaigns

Recent developments in the advertising industry were brought along by the Digital Marketing revolution. Within the multiples channels of digital marketing currently available, this dissertation focused on Email Marketing, to study the different ways of capturing email customer databases, in order to better target and optimize promotional email campaigns. Four methods of database capturing - Sponsoring, Shared Exploration, Vertical Portal and Exclusive Capturing Campaign, were compared in terms of their effectiveness for the client advertiser (based on Open Rate, CTR and Conversion Rate metrics), as well as on their efficiency for a digital marketing agency (based on campaign Profit and ROI). Such comparisons resulted from the statistical analyses of both secondary and primary campaign data. The first resulted from several email marketing campaigns conducted by Revshare in 2014, which resorted to different database capture methods. It was subject to OLS regression analysis, to identify which method and campaign/industry features significantly affected campaign performance. The second originated from the performance of an A/B test of a single campaign, launched through different database capture methods. This was done to determine which method yields the best campaign metrics, holding campaign features and industry effects constant. The main conclusion that can be taken from the secondary data is that the Vertical Portal Method is both the most effective method in terms of CTR and CR, as well as the most efficient one, generating the highest ROI. However, A/B testing results reflect important moderating industry effects on the impact of database capturing methods on email campaign performance.A Indústria Publicitária dos dias de hoje trouxe o Marketing Digital. Entre os diferentes canais digitais o tópico desta dissertação consiste no canal de Email Marketing, apresentando as diferentes formas de captação de base de dados para enviar as campanhas de email e capturar o máximo de consumidores possivel. Existem quatro tipos de método de captação de bases de dados – Sponsoring, Shared Exploration, Vertical Portal e Exclusive Capturing Campaign – e a intenção desta dissertação é comparar a performance dos diferentes métodos em termos de eficácia para o Cliente (Percenetagem de abertura de email, de cliques e de conversões) e em termos de eficiência para a Agência (lucro e ROI). A análise foi conduzida em duas fases de pesquisa: primeiro foi feita uma análise a diferentes campanhas de email lançadas pela Revshare entre quatro meses de 2014, nos diferentes métodos de captação. Esta análise foi suportada por um teste de Regressão Linear de forma a perceber qual o método que gera melhor eficiência e eficácia; numa segunda análise foi feita um Teste A/B sendo lançada uma mesma campanha para todos os métodos, para um igual numero de emails enviados, de forma a fazer uma melhor análise da performance de cada método. As conclusões que poderão ser retiradas destes estudos é que o Método Vertical Portal é não só o mais eficaz gerando uma maior taxa de cliques e conversões, sendo tambem o Método mais eficiente com elevado nível de ROI. Contudo, o Teste A/B mostrou que as conclusões poderão alterar-se de acordo com o tipo de indústria da campanha em causa

Customer Relationship Management : Concept, Strategy, and Tools -3/E

Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. After the initial technological approaches, this process has matured considerably – both from a conceptual and from an applications point of view. Of course this evolution continues, especially in the light of the digital transformation. Today, CRM refers to a strategy, a set of tactics, and a technology that has become indispensable in the modern economy. Based on both authors’ rich academic and managerial experience, this book gives a unified treatment of the strategic and tactical aspects of customer relationship management as we know it today. It stresses developing an understanding of economic customer value as the guiding concept for marketing decisions. The goal of this book is to be a comprehensive and up-to-date learning companion for advanced undergraduate students, master students, and executives who want a detailed and conceptually sound insight into the field of CRM

Main Street 2.0: A Guide To Online And Social Media Marketing For Small Business Through The Use Of Online Analytics And Content Marketing Strategies

This project is intended to serve as a guidebook for small businesses interested in developing digital marketing strategies to reach prospective and existing customers online. The guide will serve three main functions. The first is to provide a review of literature on integrated marketing communications, relationship marketing and content marketing to use as a foundation for planning online communications. Business owner interviews will also provide various perspectives to small business online marketing. The second is to provide instruction on evaluating existing website data to gain customer insight in planning communications. The third is a network structure for distributing content through multiple online platforms. The guidebook will assess data from small businesses in a university community as well as provide suggestions for developing an efficient and effective content distribution model using open-source content management tools

Promotion and Marketing Communications

This edited Promotion and Marketing Communications book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication professionals. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field, giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes

To boardrooms and sustainability: the changing nature of segmentation

Market segmentation is the process by which customers in markets with some heterogeneity are grouped into smaller homogeneous segments of more ‘similar’ customers. A market segment is a group of individuals, groups or organisations sharing similar characteristics and buying behaviour that cause them to have relatively similar needs and purchasing behaviour. Segmentation is not a new concept: for six decades marketers have, in various guises, sought to break-down a market into sub-groups of users, each sharing common needs, buying behavior and marketing requirements. However, this approach to target market strategy development has been rejuvenated in the past few years. Various reasons account for this upsurge in the usage of segmentation, examination of which forms the focus of this white paper. Ready access to data enables faster creation of a segmentation and the testing of propositions to take to market. ‘Big data’ has made the re-thinking of target market segments and value propositions inevitable, desirable, faster and more flexible. The resulting information has presented companies with more topical and consumer-generated insights than ever before. However, many marketers, analytics directors and leadership teams feel over-whelmed by the sheer quantity and immediacy of such data. Analytical prowess in consultants and inside client organisations has benefited from a stepchange, using new heuristics and faster computing power, more topical data and stronger market insights. The approach to segmentation today is much smarter and has stretched well away from the days of limited data explored only with cluster analysis. The coverage and wealth of the solutions are unimaginable when compared to the practices of a few years ago. Then, typically between only six to ten segments were forced into segmentation solutions, so that an organisation could cater for these macro segments operationally as well as understand them intellectually. Now there is the advent of what is commonly recognised as micro segmentation, where the complexity of business operations and customer management requires highly granular thinking. In support of this development, traditional agency/consultancy roles have transitioned into in-house business teams led by data, campaign and business change planners. The challenge has shifted from developing a granular segmentation solution that describes all customers and prospects, into one of enabling an organisation to react to the granularity of the solution, deploying its resources to permit controlled and consistent one-to-one interaction within segments. So whilst the cost of delivering and maintaining the solution has reduced with technology advances, a new set of systems, costs and skills in channel and execution management is required to deliver on this promise. These new capabilities range from rich feature creative and content management solutions, tailored copy design and deployment tools, through to instant messaging middleware solutions that initiate multi-streams of activity in a variety of analytical engines and operational systems. Companies have recruited analytics and insight teams, often headed by senior personnel, such as an Insight Manager or Analytics Director. Indeed, the situations-vacant adverts for such personnel out-weigh posts for brand and marketing managers. Far more companies possess the in-house expertise necessary to help with segmentation analysis. Some organisations are also seeking to monetise one of the most regularly under-used latent business assets… data. Developing the capability and culture to bring data together from all corners of a business, the open market, commercial sources and business partners, is a step-change, often requiring a Chief Data Officer. This emerging role has also driven the professionalism of data exploration, using more varied and sophisticated statistical techniques. CEOs, CFOs and COOs increasingly are the sponsor of segmentation projects as well as the users of the resulting outputs, rather than CMOs. CEOs because recession has forced re-engineering of value propositions and the need to look after core customers; CFOs because segmentation leads to better and more prudent allocation of resources – especially NPD and marketing – around the most important sub-sets of a market; COOs because they need to better look after key customers and improve their satisfaction in service delivery. More and more it is recognised that with a new segmentation comes organisational realignment and change, so most business functions now have an interest in a segmentation project, not only the marketers. Largely as a result of the digital era and the growth of analytics, directors and company leadership teams are becoming used to receiving more extensive market intelligence and quickly updated customer insight, so leading to faster responses to market changes, customer issues, competitor moves and their own performance. This refreshing of insight and a leadership team’s reaction to this intelligence often result in there being more frequent modification of a target market strategy and segmentation decisions. So many projects set up to consider multi-channel strategy and offerings; digital marketing; customer relationship management; brand strategies; new product and service development; the re-thinking of value propositions, and so forth, now routinely commence with a segmentation piece in order to frame the ongoing work. Most organisations have deployed CRM systems and harnessed associated customer data. CRM first requires clarity in segment priorities. The insights from a CRM system help inform the segmentation agenda and steer how they engage with their important customers or prospects. The growth of CRM and its ensuing data have assisted the ongoing deployment of segmentation. One of the biggest changes for segmentation is the extent to which it is now deployed by practitioners in the public and not-for-profit sectors, who are harnessing what is termed social marketing, in order to develop and to execute more shrewdly their targeting, campaigns and messaging. For Marketing per se, the interest in the marketing toolkit from non-profit organisations, has been big news in recent years. At the very heart of the concept of social marketing is the market segmentation process. The extreme rise in the threat to security from global unrest, terrorism and crime has focused the minds of governments, security chiefs and their advisors. As a result, significant resources, intellectual capability, computing and data management have been brought to bear on the problem. The core of this work is the importance of identifying and profiling threats and so mitigating risk. In practice, much of this security and surveillance work harnesses the tools developed for market segmentation and the profiling of different consumer behaviours. This white paper presents the findings from interviews with leading exponents of segmentation and also the insights from a recent study of marketing practitioners relating to their current imperatives and foci. More extensive views of some of these ‘leading lights’ have been sought and are included here in order to showcase the latest developments and to help explain both the ongoing surge of segmentation and the issues under-pinning its practice. The principal trends and developments are thereby presented and discussed in this paper

Social media measurement and monitoring

This chapter highlights the role that social media measurement and monitoring (SMM) processes can play in influencing business outcomes based on consumer behaviour analysis. It classifies the performance metrics into three groups, namely: Reach helps focus on the probable size of the user base, based on the number of unique impressions, followers, shares, comments and likes. The social media measurement and monitoring process is carried out to measure and monitor social media activities so an organization can achieve its goals. The process begins with a social media audit to assess how efficiently and effectively the brand's existing social media efforts are performing, as well as evaluating where the consumers are engaging and communicating. Mapping of objectives is carried out to understand the direction of the brand with regard to its efforts on social media and what it aims to achieve

Integrated marketing communications: implementation and application issues in consumer-focused companies

This thesis addresses the implementation and application of integrated marketing communications (hereinafter referred to as 'IMC'). The thesis is located within the field of marketing communications and focuses on IMC perceptions and practices within large global and national companies located in the UK and Germany.The aim of this thesis is to understand how and to what extent IMC has developed and is practiced in the selected firms. This study takes the perspective that IMC can only be understood via social actors i. e. via marketing and communication practitioners - including brand managers, and senior executives, as they are the people who possess the practical knowledge of complex business settings in relation to their own business and/or its related brands. As such, these practitioners have the ability and managerial capacity to design and implement integrated approaches to marketing communications. In a qualitative two phase research design, interviews and case studies are the chosen methods that allowthis investigation to access the research problem.The design of this thesis is as follows:1. Current marketing communication and IMC literature is reviewed which serves to identify research gaps.2. During the first phase, data was collected from 10 large national and global companies located in Germany and 15 similar firms located in the UK. Four different industries were selected: service, retail, consumer durable and fast-moving consumer goods (FMCG).3. In the second phase of the research design, three extensive case studies with fast-moving consumer goods companies were carried out in relation to IMC perceptions and practices. The case firms included two multinational firms i.e. SABMiller and Imperial Tobacco, and one very rapidly growing strategic business unit, namely Tryton Foods, which is a subsidiary of a national UK firm.4. An interpretive theory building approach was used. The qualitative data analysis was guided by the principles of content analysis.Based on the empirical findings of the research, the final outcome of this thesis complements and advances current knowledge about marketing communications and particularly in relation to integrated marketing communications. A significant outcome of this research is that IMC is purely client-led. In addition, it is found that the majority of participating firms have only recently started to implement IMC, and indeed, that current IMC practices can be further advanced and augmented. At least in business-to-consumer industries, firms need to listen more actively to the needs and wants of their customers in order to be able to create consumer-driven marketing communication approaches

Who's Feeding the Kids Online? Digital food marketing to children in Ireland: Advertisers’ tactics, children’s exposure and parents’ awareness

Obesity in children and young people is a global health challenge. The widespread marketing of unhealthy foods (food and non-alcoholic drinks high in fat, sugar and salt, or HFSS) plays a causal role in unhealthy eating and obesity. Food and eating is typically presented as an issue of ‘choice’. However, this disregards the fact that current obesogenic environments use many tactics to promote unhealthy foods, interfering with people’s ability to make good choices. This study examined: 1. Content appealing to children and young people on websites of top food and drink retail brands in Ireland 2. Marketing techniques on Facebook: Pages of food brands that have the highest reach among young teens, the first such study of which we are aware 3. Parents’ awareness of digital food marketing to their children in an online, two-stage survey with digital marketing examples and open-ended response options