Improving Marketing ROI with Media Channel Optimization

Improving Marketing ROI with
Media Channel Optimization

For retail marketing executives, effective direct marketing is the lifeblood of the business. Companies spend millions on direct mail, email, telemarketing and other outreach to drive sales — but irrelevant offers and redundant communications reduce profitability and can alienate customers.

Many marketers collect rich customer information, purchase history data and detailed campaign history from multiple marketing channels. However, much of this data is stored in different data silos or is managed by different business groups. This makes it difficult to determine which marketing channels are the most cost-effective. Without the ability to optimize the communications mix, budgets are wasted on expensive channels that have a low conversion.