Measuring the Success of your CRM Strategy . This session will look at the key advantages to investing in marketing automation tools and will examine how we can calculate its benefits. It will look at ROI in terms of the obvious cost savings through better management of customer and prospect databases. Savings here will depend on the efficiency of your systems and the talk will look at how we can measure this with a view to improvement for the future. In a BrandCeption study for Procter and Gamble, results demonstrated that the company's online campaign had an effect on direct and indirect brand awareness and the levels of both were dependent on the number of exposures.
Tagline recognition depends on the number of exposures.
The results shown by the BrandCeption Winnerland study prove that online advertising campaigns can positively influence the perception of Internet users towards brands. Internet advertising is still new to most parties involved and only through extensive testing can brands explore the relevance and effect on their target audiences. It's been more difficult for consumer marketers to measure benefits from the web, because, unlike B2B where buyer's needs and behaviour is well understood, consumer marketers have mainly been connected to their customers by long pipes which include intermediaries in the product distribution, and market research companies in the information flow. Developed for the WAP phone. Web functionality with WAP technology.