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(From New Straits Times (Malaysia))
OVER 95 per cent of promotions have the intention of increasing in-store consumer sales. In many campaigns however, little or no post-promotion evaluation is conducted to measure effectiveness. Arbitrary viewer figures, syndicated consumption data and the number of clicks per page do not correlate the actual consumer response to a promotional event.
Promotions are by nature dynamic. They require co-ordination across inter-departmental groups, and that's where the problem starts. Vital data on supply and demand tends to reside in silos, obscuring visibility and impacting decision making.
In the wireless enterprise, mobility and …