Closed-loop marketing solution for CPG online advertising
Mariela Mociulsky, Ricardo Kirschbaum, Jorge Karol, Fernando Moiguer, Esteban Coll and Guillermo Oliveto
Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments – where and how can I reach my key segments online? The paper will discuss a groundbreaking research approach providing a closed loop marketing solution for online advertising enabling marketers Identify and target key segments: Linking offline purchase behavior with online internet usage offers an unparalleled opportunity for efficient targeted communication with key customer segments.
Closed-Loop Marketing Solution for CPG Online Advertising
Manjima KhandelwalACNielsen (Customized) Research and Development, United States.
David BoydACNielsen International Research, United States.
Kenneth GreenbergACNielsen Global Marketing, United States.
INTRODUCTION
Anything new breeds skeptics. The struggle for acceptance of online advertising has been no different: Why should I include online advertising as a part of my advertising arsenal? Does it really work? Don't most surfers ignore banner ads and find popup ads annoying and distracting?
CPG manufacturers seem to be lagging the other industries in adopting the online media. They are seeking compelling evidence that online advertising is...