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2012 Workshop: A Better Solution to Search? Driving Innovation & ROI in your Media Mix

Presenter

Mark Marinacci, Chief Revenue Officer - edō Interactive

Session Overview

In the world of ROI-driven cultures, Owned, Earned & Paid media mixes are coming under increased scrutiny.  Why take a leap of faith & ‘hope’ that you can drive a return on investment when you can guarantee it and reach – and target up to 100MM consumers based on actual purchase history. Marketers really need to know what consumers are actually buying, from whom, where and when, preferably in real time. The good news is that a new channel is now available via the newest member of the marketing industry – large banks. 

There are 1.4 billion credit cards in circulation in the U.S. and an estimated 20 billion credit card transactions per year. Marketers really need to know what consumers are actually buying, from whom, where and when, preferably in real time. Major institutions such as Ally Bank, American Express, Fifth Third Bank and others already have partnered with digital advertising technology providers to roll out credit & debit card-linked programs with others expected to quickly follow.

Session Takeaways

Learn how forward thinking marketers & banks have had success with this nascent channel to:

1.         Build more defined & relevant targeting

2.         Drive new customer acquisition

3.         Activate current customers to increase market basket & frequency

4.         Optimize direct marketing investment