The Marketing Performance Evaluator Insights and Optimization for Direct Response-ira.mp4
The direct-marketing agency, Wunderman, has helped various pharmaceutical and healthcare clients to optimize their national direct response media plans. By using a Spotfire-powered interactive environment called the “Marketing Performance Evaluator," (MPE) their clients can compare the value of different promotional channels and tactics by category, and over time. The MPE has been applied across all media channels including television commercials, direct mail, print publications, online search, email, and banners. Their clients have used the MPE, combined with their agency’s consulting services, to optimize their media plans, and to track monthly responses versus forecasts. In this web seminar, we will demonstrate the interactive MPE and the power of interactive analytics in improving and tracking your promotional programs.