Important Data to Collect in the Course of a Marketing Campaign
The holder of a PhD in business administration, Jeffrey (Jeff) Papows has served as chief executive of various corporations including WebLayers, Inc., Maptuit Corporation, and Lotus Development Corporation. Currently the chief executive of ShopAdvisor, Jeff Papows is an emerging leader in mobile proximity marketing. Many times the effectiveness of a proximity marketing campaign depends on the information marketers have and use. This information should be gathered before, during, and after a marketing campaign. Before launching a campaign, marketers need to know what happens in physical retail stores. Here, marketers have three to seven seconds after shoppers see their products to move them from potential customers to purchasers. Controlling details such as product availability, placement, and findability in local stores is crucial before starting a campaign. Additionally, it’s important to find out what competing products are available and how consumers interact with them. During the campaign, gather information on how individual consumer segments have been targeted and how they are reacting to the campaign. Are they visiting stores more? Which stores have the highest foot traffic? What time of day or during which seasons were sales higher? After the campaign, analyze consumer reactions to it and its effect on sales. Segment data collected to reveal which strategies grew revenues in which locations. Which stores performed better? How long did it take consumers to find products on the store's shelves? With these insights, marketers will be more enlightened the next time they launch a proximity marketing campaign.
