The retail conversation: Measuring communication techniques and resulting ROI

Karen Tillson
Brand Keys, Inc., United States

Robert Passikoff
Consumer Insight & Market Intelligence, Liz Claiborne Inc., United States

INTRODUCTION

Media proliferation, new technologies, consumer media sophistication, and new consumption patterns are forcing retail marketers to rethink traditional models of media planning and effectiveness measurement – how to initiate a conversation with the target consumer and how to ensure that the conversation is engaging. This is especially true in the retail category where retail has surpassed automotive as the largest U.S measured-media advertising category. Unfortunately, another truth about this environment is that all those “data” do not readily translate into insights ... or into retail profits.