Published Monday, Sep 11, 2017
National Etailing and Mail Conference Topic Focuses on Building Rich Profile With Online and Offline Data
LIVONIA, Mich., Sept. 11, 2017: Valassis, a leader in intelligent media delivery, shares with attendees of the National Etailing and Mail Organization of America (NEMOA) directXchange by NEMOA 2017 Fall Conference, how digital data can improve print promotions.
Demographics, geography, recency and frequency still matter, and online behavior can be extended to follow consumers as they move throughout their day. These digital data streams can provide much greater insight into shoppers and be leveraged across channels – both print and digital. By linking the online world to the offline world, marketers for businesses of all sizes can better identify their target consumers to deliver the offers and savings they want.
With more than 20 years of experience in advertising and direct marketing, Dave Cesaro, Director of Client Marketing – Retail, Valassis, will take a deep dive on this topic as part of his conference presentation, “Digital Data, It’s Not Just for Digital Marketing.” The directXchange by NEMOA 2017 Fall Conference will be held Sept. 12-14 in Chicago.
“By leveraging a multitude of digital data points, we can tease out leading indicators, richer consumer insights and create look-a-like models,” Cesaro said. “Proximity to a physical location and demographics are still important, but now we can find those consumers and understand what they are doing online, where they are researching products and when. The ability to know a consumer’s mobile phone, tablet and IP address reside at a specific physical address is now a reality and utilizing this online behavior to optimize print promotions is a critical component to offline promotional success.”
With the ability to track digital data from on-the-go consumers, marketers can now shift and pivot to best reach and activate their target audiences. The tracking of consumer interests and their daily journey, both online and around town, lead to greater insight into their path to purchase and provide the ability to identify previously unknown leading indicators. Merging superior online and offline data builds holistic audience segments and breaks the confines of retail trade areas by focusing more on the consumer and their behaviors. Valassis Apio™ exemplifies the ability to intelligently connect appropriate data for greater precision, relevance and scale to holistically plan, target, deliver and measure cross-channel campaigns.
Additionally, Mobile Attribution Powered by RetailMeNot™ helps retailers evaluate mobile influenced in-store sales by analyzing user actions within their app along with location data to quantify in-store footfall, attributable sales and influence of the campaign on sales. RetailMeNot has conducted 127 of these studies with top U.S. retailers since the capability was launched in 2016.
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. As wholly owned subsidiaries of Harland Clarke Holdings, Valassis and RetailMeNot, a leading destination for digital savings, are partnering to connect retailers and consumers through meaningful digital, mobile and print promotions.