Measuring promotions: Activation response management
Steve Messenger and Ray Higgs RedRoute International
Online planning tools that assess the shopper consequences and sales uplifts for each promotional trigger can help to evaluate the effectiveness of shopper activation programmes
Shopper marketing covers a broad range of activities, each of which present a different challenge to measuring response and evaluating effectiveness. We explain here how to meet these challenges, using case examples to review some of the tools, and explain how web apps are being used to exploit those answers to get better returns in the future.
This last point is key....