A recent MediaPost research brief revealed some interesting findings about the potential for in-bar marketing. The Arbitron Bar Media Report claims that younger individuals (age 21-34) who frequent bars tend to belong to a difficult demographic to reach via traditional marketing channels because of their increased use of newer consumer media technologies like TiVo and streaming online content.
Obviously, this demographic is not every company's target customer, but has potential nonetheless. The difficulty many businesses would have with this, technique, however, is tracking campaign performance and the resulting conversions. But, behavioral targeting technology allows for relevant marketing execution and effective measurement.
For companies using this tactic, it would be important to look at the multi-channel metrics for marketing campaigns across different regions where they've implemented this approach via digital signage, experiential marketing, video, etc. A comprehensive marketing database allows marketers to easily create a segment for analysis in terms of sales performance among current customers who fit the target demographic in each region.
SAN DIEGO – May 5, 2008 – Juice Media Worldwide, an on-demand marketing intelligence application provider, announced today its strategic partnership with Off Madison Ave, an award-winning, fully integrated marketing agency.
With the partnership, Off Madison Ave will be able to use Juice Media's integrated marketing platform, JuiceMetrIQs™ to offer more comprehensive, targeted marketing services to their existing clientele. Off Madison Ave plans to use JuiceMetrIQs to automate, execute, and measure marketing campaigns while giving their clients more insight into the results of their marketing efforts.
"JuiceMetrIQs solves the longstanding issue of enabling our clients to easily segment databases quickly and reliably," said Jason Baer, Director of Strategy at Off Madison Ave. "Personalized, targeted lifecycle marketing is more effective than traditionally used batch and blast methods. JuiceMetrIQs allows us to target individuals based on specific criteria, making one-to-one marketing truly achievable."
JuiceMetrIQs aggregates sales, customer, and campaign tracking data into a single web-based application, allowing its users to deliver and track highly-targeted marketing campaigns. JuiceMetrIQs' ability to determine revenue at the customer-interaction level enables marketers to develop personalized campaigns that lift conversion rates and increase customer retention.
Now more than ever businesses must leverage personalized communications to achieve success," said Rick Enrico, President and CEO of Juice Media. "Together, Off Madison Ave and Juice Media are focused on solving the distributed data dilemma by offering an easy-to-implement automated marketing platform for businesses that need improved cross-channel marketing reporting, efficiency and results."
About Off Madison Ave:
Off Madison Ave, a collaborative marketing communications firm located in Phoenix, redefines what it means to be an agency by delivering results-focused strategies and new methods of measurement. The agency focuses on a fully integrated approach to business consulting, public relations, advertising and interactive marketing. By embracing its signature "outthink. outperform." mentality, the firm serves clients as a partner, advocate and advisor with an in-depth knowledge of their business, industry and competitors. Each discipline invests the time and resources to assess client needs, develop strategic planning, elevate brand awareness and raise revenues.
The agency continues to earn a No. 1 ranking for public relations and Internet marketing in the state, and was voted one of the top two advertising firms by Arizona Business Magazine. Off Madison Ave has served as the designated Southwest regional partner of Worldcom Public Relations Group, www.worldcomgroup.com, the world's largest consortium of independent public relations firms, for the last five years. A sampling of the firm's clients includes: Nike, DMB Associates, Inc., APS/Pinnacle West Corporation, Allied Waste, National Academy of Sports Medicine (NASM), Phoenix Art Museum, Avnet, Cruise America, Arizona Federal Credit Union, DrWeil.com, Kimpton Hotels and many more. Visit www.offmadisonave.com for more information.
About Juice Media:
Based in San Diego California, Juice Media Worldwide develops JuiceMetrIQs, a SaaS on-demand Marketing Intelligence platform. The JuiceMetrIQs application automatically unifies distributed consumer data from multiple IT systems in real-time to enable marketers to deliver highly personalized one-to-one communications based on purchasing patterns and previous marketing interactions. JuiceMetrIQs empowers marketers to deliver marketing messages to customers through the right channel, with the right content, at the right time. For more information please visit http://www.juicemetriqs.com.
Almost every multi-channel business has seen a reduction in the number of orders flowing through the call center and, conversely, an increase in the amount coming in via the web. The focus of e-mail campaigns and other Internet marketing is quickly shifting in emphasis towards retention. For many firms, convincing an existing customer to buy again may only require a single e-mail.
But not all customers respond to e-mail campaigns. What should you do with those for whom you do not have an e-mail address?
Try this test: Segment your customers by the existence or non-existence of an active e-mail address, and measure the response differentials.Those who do not provide it are probably not buying from your website – especially since most sites require an e-mail contact address to place an order.
Here are a few major reasons why customers do not provide an e-mail address.
- Some people are not web savvy. While this group of customers is becoming a smaller portion of your housefile, not everyone is computer literate – not yet, anyway. Certain merchandise categories cater to certain demographics. Be aware of your customers and their online comfort level.
- Fear of identity theft. In reality, this can occur anywhere, but many individuals still feel more vulnerable making online purchases.
- Some visitors may be B2B or SOHO shoppers who have never purchased on your site. Many B2B customers place larger orders, purchase orders, or custom orders that cannot operationally be placed online and consequently, require more personal attention.
- Customers opt out of receiving e-mail promotions. It goes without saying–these folks cannot be marketed to online.
Review your house file. Check to see the percentage of records without e-mail addresses. Be sure to include customers who have provided addresses but have opted out of receiving e-mail promotions.
We have run recent tests have found catalog response rates of older non-e-mail customers to be as much as 20% higher than customers with similar RFM attributes who have given you an e-mail address.
Consequently a company, Juice Media is addressing the ever growing demand for these types of integrated multi-channel marketing technology solutions. Part of the JuiceMetrIQs solution is its ability to connect and report across multiple points of sale and access all those records and information from a single application. It's all about having the ability to really know your customers and develop behavior based marketing.
Read the article except below to learn about the motivation behind Petco's big move, what it took to make it, and how they plan to use their new marketing technology for improved customer acquisition and retention.
The following is an excerpt from an the Internet Retailer article, "Do You Know Me?" , by Don Davis.
Data Silos
Many retailers would like to follow Petco’s lead, but find their efforts stymied because customer data is held separately by store, e-commerce and catalog/call center systems. Nonetheless, a growing number of multi-channel retailers are creating cross-channel data repositories, and using them to provide more relevant offers and improved customer service.
Driving these efforts are the growing numbers of multi-channel consumers who want to receive offers that matter to them. 64% of consumers said they went online to do research before making a purchase within the past three months, including 77% of those with incomes of $75,000 or more, according to a study by e-commerce vendor Sterling Commerce.
And the best thing a merchant can do to ensure repeat patronage is “provide special offers based on my prior purchases,” said 59% of respondents last year, in a survey by interactive marketing firm DoubleClick Performics and research and consulting firm The E-Tailing Group.
But technical and internal political issues prevent many retailers from sharing data across channels. While a survey last fall found 75% of retailers collect customer-specific data in stores and 45% online, the most common way that data is stored is separately by channel, an answer given by half of merchants responding, according to Retail Systems Research.
“They’re collecting a tremendous amount of information about customers, but haven’t figured out how to share that across channels yet,” says Brian Kilcourse, managing partner at the research firm.
Why? Lack of both time and senior-level support, suggests a study released in January by the Direct Marketing Association, a trade group. In that survey, the top two challenges to cross-channel integration were “time required to evaluate promising practices” and “difficulty in measuring return on investment,” each chosen by 84% of respondents. Close behind, at 83%, was “organizational culture does not support integration.”
Some have overcome the obstacles, such as Petco, which expected to complete this spring merging store and web data into a single customer data mart. Lazarchic says there are three main tasks: collect the customer data, gather it all in one database and then figure out how to use it.
For many multi-channel retailers, he says, identifying store shoppers is difficult because many transactions are anonymous. Petco has the advantage of a long-standing loyalty program called PALS that has signed up millions of customers with offers of discounts and rewards. When a PALS member makes a purchase, that information goes into the file for that customer.
For Petco, the toughest piece was creating the customer data mart, which took an internal team six months to complete, Lazarchic says. Each customer’s profile will include, besides online and offline transactions, information drawn from analytics provider Coremetrics Inc. about what the customer searched for and viewed at Petco.com. “Before we only knew what you purchased,” Lazarchic says. “With the Coremetrics data we’ll know your interest and intent.”
The customer profile has 150 or more data points. Petco not only tracks what type of pet a customer owns, but whether he buys premium or organic food, and which purchases he makes in store versus online.
It’s all aimed at making offers relevant. “If a customer buys 40-pound bags of dog food in the store because he doesn’t want to pay shipping charges, I want to keep marketing messages for store stuff store-specific,” Lazarchic says. “But if he’s buying three and a half pound bags of cat food online, I’ll send him online cat offers. I want to keep it specific by channel and pet type.”
by Morgan Witt
The ISPs and domains that you are sending to are measuring how many people mark your emails as spam. It is essential that complaint rates stay below the ISPs individual thresholds to ensure optimized delivery to the inbox. AOL has historically been the tightest with a threshold of less than 1%. So that means that if more than 1% of subscribers that receive your email to their inbox mark it as spam the probability increases that you will see your email delivery rate slow down or blocked all together.
With this being said, it is important that “complainers” be purged from your email marketing lists to ensure that you do not aggravate them further with subsequent email campaigns. The best way to automate that process is to get connected to the available feedback loops that some of the major ISPs offer.
What is a feedback loop?
A feedback loop is a mechanism by which complaints are recorded by the ISP (to calculate complaint rate) and recipients are unsubscribed when they mark your email as spam within the email client they are using to recieve the mail. For example, lets say a subscriber (recipient) receives your email to their Gmail inbox and takes the action to hit the “Report Spam” button. The complaint is then recorded by Gmail and a report is generated to the email service provider (ESP) and/or to the sender (you) so that the recipient can be unsubscribed.
Who offers feedback loops and how can I get signed up?
1. abuse.net
Contact: update@abuse.net
Required Information: Domain Information
Description: Abuse.net database entries can be verified by doing a look up on the submitted domain using: http://www.abuse.net/lookup.phtml
2. American Online (AOL)
Contact: http://postmaster.info.aol.com/tools/FBL.html
Required Information: Company Information, Domain Information
Description: AOL will return an automated response to abuse@(domainname.com) with a confirmation link that must be clicked to confirm the AOL feedback loop request. Upon confirmation, AOL will provide a response within 24 hours.
3. Excite
Contact: emailadmin@cs.excite.com
Required Information: Company Information, Domain Information
Description: A response should be received within 3-5 business days. The response will be sent from the Excite Postmaster. If accepted, be prepared to process feedback loop data.
4. Hotmail/Windows Live (Junk Mail Reporting Program)
Contact: http://postmaster.live.com/Services.aspx#JMRPP
Required Information: Company Information, Domain Information, Practices Information, Sender ID (authentication)
Description: Hotmail will review the application and provide one of two responses:
- Acceptance- Next steps to complete enrollment, which includes a signed agreement to complete online. Once this is signed, additional information will need to be provided. Once this final step is completed, Hotmail will provide communications to confirm that the feedback loop is set up.
- Decline - This occurs if critical information is missing, clarification is needed, reverse DNS is not in place, or IP contact information does not match the company information.
5. Hotmail/Windows Live Smart Network Data Services (SNDS)
Contact: https://postmaster.live.com/snds/index.aspx
Required Information: Domain Information or Autonomous System Number (ASN), Sender ID (authentication)
Description: Enter a network that you are responsible for via IP, IP range, or Autonomous System Number (ASN) that you own. The authorization algorithm works using reverse DNS, WHOIS, and the global Internet routing table. If successful the authorization algorithm will return a list of email addresses it found to be associated with the provided IP range in a properly authoritative manner. If it does not return any addresses, try following the advise it provides. Click on the link in the email you receive at the chosen authorization email address. This will provide the authorization token to the SNDS website.
6. Outblaze
Contact: postmaster@outblaze.com
Required Information: Company Information, Domain Information, Practices
Description: A response should be received from Outblaze within 3-5 business days. The response will be sent from the Outblaze Postmaster. If accepted, be prepared to process feedback loop data.
7. Road Runner
Contact: http://security.rr.com/spam.htm#FBL
Required Information: Company Information, Domain Information
Description: A response should be received from Road Runner within 3-5 business days. The response will be sent from the Road Runner Postmaster. If accepted, be prepared to process feedback loop data.
8. Yahoo!
Contact: mail-abuse-bulk@cc.yahoo-inc.com
Required Information: Company Information, Domain Information, Domain Keys (authentication)
Description: Upon review, a manual response will be received from Yahoo! Customer Care confirming setup.
9. United Online(Juno/Netzero)
Contact: http://www.unitedonline.net/postmaster/whitelisted.html
Required Information: Company Information, Domain Information, Practices
Description: Once the feedback loop request form has been submitted, United Online will return an automated response confirming that the application has been received. Additionally, it provides a communication stream to add any additional information that may have not been provided in the original request. After United Online has reviewed the application, two possible responses can be received:
- Confirmation that the information provided has been added to their Trusted Sender List and feedback loop setup.
- Denial to be added to their Trusted Sender List and feedback loop setup with provided reasons.
10. USA.net
Contact: http://fbl.usa.net/
Required Information: Company Information, Domain Information
Description: Once the USA.net feedback loop request form has been submitted, they will return an automated response from unblock@support.untd.com to the confirmation email address provided. This email will contain a confirmation link that will need to be clicked in order to activate the feedback loop.
11. Spamcop.net
Contact Information: http://www.spamcop.net/anonsignup.shtml
Required Information: Domain Information
Description: Spamcop.net sends an authorization notice, including login information. Once logged in, the IP range to be monitored can be entered by going to http://spamcop.net/
-Alliance brings marketing intelligence platform to Asia-Pacific corporations-
San Diego - Thursday, March 13, 2008 - Juice Media Worldwide, a pioneer in on-demand marketing intelligence software and solutions, announced today its strategic partnership with Citrus, one of Australia's leading digital agencies.
The alliance offers Asia-Pacific corporations access to JuiceMetrIQs™, Juice Media's web-based marketing application designed to optimize campaign execution and measurement. JuiceMetrIQs™ facilitates the development, delivery, and performance analysis of highly-personalized marketing campaigns by connecting customer, marketing channel, and sales data within a single application.
"Executing an effective promotion campaign requires a wealth of relatable intelligence," said Peter Noble, CEO of Citrus. "JuiceMetrIQs™ provides information-rich data that enables marketers to improve their campaigns without retooling their entire department or increasing their demand on IT support."
JuiceMetrIQs™ provides marketing intelligence by combining sales and customer information with marketing communication interaction data. This empowers companies to create customized offline, online, and cross-promotion campaigns that target their intended audiences with pinpoint accuracy. As a result, marketers are able to raise levels of customer satisfaction, improve client retention, and lift conversion rates.
"In today's economy, businesses around the globe must focus even more on the relevancy of their promotion campaigns," said Rick Enrico, President and CEO of Juice Media. "JuiceMetrIQs™ solves this distributed data dilemma by offering an easy-to-implement automated marketing platform for businesses that need improved cross-channel marketing reporting, efficiency and results. We’re proud of our ability to service Citrus’ customers in this regard."
About Citrus, Inc.:
Citrus is a leading Melbourne-based digital agency providing a full suite of interactive services including digital strategy, creative web design & development, user experience, branded eCommerce, relationship marketing, and analytics & optimisation.
Citrus works as a consultative business partner to some of Australia's leading brands including Sussan, Sportsgirl, Borders, STA Travel, Victoria Racing Club (VRC), and Babcock & Brown Communities. A deep dive strategic approach allows Citrus to work intimately with clients' resulting in digital marketing initiatives that go back to the business a whole, and bring brands closer to their consumers.
For more information, please visit www.citrus.com.au
About Juice Media:
Based in San Diego California, Juice Media Worldwide develops JuiceMetrIQs™, a SaaS on-demand Marketing Intelligence platform. The JuiceMetrIQs application automatically unifies distributed consumer data from multiple IT systems in real-time to enable marketers to deliver highly personalized one-to-one communications based on purchasing patterns and previous marketing interactions. JuiceMetrIQs™ empowers marketers to deliver marketing messages to customers through the right channel, with the right content, at the right time.
For more information please visit http://www.juicemetriqs.com
