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Measuring Consumer Engagement: Success?
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Re: Sales Funnel?
  • 10/13/2014 10:02:13 PM
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I have been through this a few times and mobile engagements tend to have much higher redemption rates. the key to success seems to get getting mobile engagement.

Re: Sales Funnel?
  • 10/13/2014 8:42:03 PM
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@tomsg - unfortunately, at the time of writing this, the redemption rate of the coupon in traditional media had not been shared with the team working on this test.  I would suspect, given the volume of print advertisement that has traditionally been done and the reach of that advertisement, that the redemption rates would be close however.

Re: Sales Funnel?
  • 10/13/2014 8:38:49 PM
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@kq4ym - Yes, ultimately the more brand recognition won out on this one.  You are quite right, the click through rates of traditional vs. mobile is quite different, but not only did our test perform at 3.5x  to 3.75x the industry average, it also out-performed the click through results for similar campaigns by a sister-company.

Re: Sales Funnel?
  • 10/10/2014 10:48:13 AM
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I think the data also needs to be compared to conventional results. I was involved with  retailer a couple of years ago who did a mobile campaign and got 20% redemption of a coupon. Their normal redemption rate was under 5%. They considered it a big success- even though on the face it was not so good.

Re: Sales Funnel?
  • 10/10/2014 10:30:45 AM
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Since the "sales" results seem pretty close, I'd pick the one the give more brand recognition. but, I would carefully look at the cost to pick up those views and compare to other marketing avenues. I'd also take a close look at the percentage of clicks vs. views to see if it's statistically valid or not. Moblie click throughs can be notoriously small although gaining some strength over time.

Re: Sales Funnel?
  • 10/10/2014 9:05:21 AM
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True.  Obviously measuring the ROI on the coupon offer is much easier as it can be tied directly to sales in the short term.  It takes some historical data to put a value on brand impressions across different media - and as this was the first mobile test, that valuation is difficult to pin-point as it would vary from other digital impressions for a variety of reasons including not only as the mobile banner not leading to a "shoppable" experience, which lowers the value; but also, the mobile being served through geo-fencing in the proximity of retail stores, competitors and other locations where the target demographic would be - which, theoretically, increases the value of each impression

Re: Sales Funnel?
  • 10/10/2014 8:28:32 AM
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The only issue I see is at what cost. Even though successful, if the cost to bring it about was less than the value received in engagement, then it could still be viewed as a failure.

Re: Sales Funnel?
  • 10/9/2014 7:38:31 PM
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@tomsg - Yes.  In the stream of endless messaging across multiple media - anything that breaks through the clutter can be viewed as successful.

Re: Sales Funnel?
  • 10/9/2014 2:13:35 PM
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I agree that both were successful. nything that improves engagement is a success of some type.

Re: Sales Funnel?
  • 10/9/2014 7:24:01 AM
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Yes.  Both were successful in exceeding industry average, and both were viewed as successful in determining that mobile could help reach consumers - hopefully new consumers, extending the reach of the coupon offer and brand offer.

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